Analisis pengaruh service quality, perceived value, customer satisfaction, dan switching barriers terhadap post-purchase intention tri (3) di Surabaya

Simon, Jefry Choukro (2017) Analisis pengaruh service quality, perceived value, customer satisfaction, dan switching barriers terhadap post-purchase intention tri (3) di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Perkembangan Globalisasi saat ini sangatlah besar dirasakan oleh berbagai kalangan masyarakat, salah satunya adalah perkembangan di bidang teknologi dan komunikasi yang berkembang pesat sejak tahun 2008, yang mengalami peningkatan sebesar 16.7 persen dibandingkan tahun 2007. Dan pada tahun 2011 bidang telekomunikasi terus berkembang pesat dengan meningkatnya pengguna telepon seluler yang sangat tinggi. Hal ini menjadikan Indonesia sebagai salah satu pasar seluler paling potensial tidak hanya di kawasan Asia tetapi bahkan di Dunia. Salah satu pemain di industri ini adalah Tri (3) yang merupakan pemain paling muda di antara pemain lainnya, walaupun merupakan pemain termuda Tri (3) sudahlah berhasil mejadi pemain yang berada di tiga besar di industri telekomunikasi indonesia bersaing dengan Telkomsel dan Indosat. Adapun tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Service Quality, Perceived Value, Customer Satisfaction, dan Switching Barriers terhadap Post-Purchase Intention. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan dibidang manajemen khususnya seberapa besar pengaruh Post-Purchase Intention yang pada akhirnya akan membentuk kesuksesan dari perusahan dalam jangka waktu panjang. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adakah metode kuantitatif dengan pengolahan data menggunakan SPSS versi 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 110 responden dengan karakteristik responden laki-laki dan perempuan berusia 18-50 tahun, menggunakan Tri (3) minimal 6 bulan terakhir, berdomisili di Surabaya, serta mengetahui provider seluler lainnya. Hasil penelitian menunjukan bahwa pengaruh Service Quality terhadap Perceived Value memiliki koefisien regresi sebesar 0.695, pengaruh Service Quality terhadap Customer Satisfaction memiliki koefisien regresi sebesar 0.524, pengaruh Perceived Value terhadap Customer Satisfaction memiliki koefisien regresi sebesar 0.170, pengaruh Service Quality terhadap Post-Purchase Intention memiliki koefisien regresi sebesar 0.274, pengaruh Perceived Value terhadap Post-Purchase Intention memiliki koefisien regresi sebesar 0.277, pengaruh Switching Barriers terhadap Post-Purchase Intention memiliki koefisien regresi sebesar 0.195, dan terakhir pengaruh Customer Satisfaction terhadap Post-Purchase Intention memiliki koefisien regresi sebesar 0.209 / The development of Globalization is currently very large by various circles of society, one of which is the rapid development in the field of techonology and communications since 2008, which increased by 16.7 percent compared to 2007. And in 2011 the field of telecommunications continous to grow rapidly with the increase of mobile phone users. This make Indonesia one of the most potential mobile markets not only in Asia but even in the World. One of the players in this industry is Tri (3) who is the youngest player among the other players, althought the youngest player, Tri (3) has managed to become a player who is in the Top three in the Indonesian Telecommunications industry compete with Telkomsel and Indosat. The purpose of this study was to determine the effect of Service Quality, Perceived Value, Customer Satisfaction, and Switching Barriers to Post-Purchase Intention. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how much influence Post-Purchase Intention, which in turn will shape the succes of the company in the long run. This study is a causal research. The method used is a quantitative method of processing data using SPSS version 22.0. data was collected by distributing questionnaires to 110 respondents to the characteristics of male and female respondent aged 18-50 years old and using Tri (3) at least 6 months, lived in Surabaya, as well as knowing the other mobile provider. The results showed that the influence of Service Quality on Perceived Value has a regression coefficient with a value of 0.695, influence of Service Quality on Customer Satisfaction has a regression coefficient with a value of 0.524, influence of Perceived Value on Customer Satisfacton has a regression coefficient with a value of 0.170, influence of Service Quality on Post-Purchase Intention has a regression coefficient with a value of 0.274, influence of Perceived Value on Post-Purchase Intention has a regression coefficient with a value of 0.277, influence of Switching Barriers on Post-Purchase Intention has a regression coefficient with a value of 0.195, influence of Customer Satisfaction on Post-Purchase Intention has a regression coefficient with a value of 0.209

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