Pengaruh service encounter communication, internet service quality, service convenience, perceived value, dan customer satisfaction terhadap customer retention pada generasi millenial (studi pada pelanggan First Media)

Halim, Irwanto (2024) Pengaruh service encounter communication, internet service quality, service convenience, perceived value, dan customer satisfaction terhadap customer retention pada generasi millenial (studi pada pelanggan First Media). Masters thesis, Universitas Pelita Harapan.

Preview	Text (Title) 01. Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (124kB) | Preview
Preview	Text (Abstract) 02. Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (421kB) | Preview
Preview	Text (ToC) 03. ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (971kB) | Preview
Preview	Text (Chapter1) 04. Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) 05. Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) 06. Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) 07. Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) 08. Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (825kB)
Preview	Text (Bibliography) 09. Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Appendices) 10. Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)

Abstract

Penelitian ini bertujuan untuk memahami bagaimana meningkatkan Customer Retention dari salah satu penyedia jasa internet, First Media. Responden survei yang dilakukan menggunakan Google Form adalah pelanggan First Media dalam setahun terakhir, pernah berinteraksi dengan tim First Media, dan berusia 27-42 tahun (Gen-Y atau generasi millenials). Dari 313 data responden, hanya 233 data yang menjadi basis data pengujian pada model penelitian ini. Pengujian dengan model PLS-SEM digunakan untuk mengolah data responden yang berhasil didapatkan tersebut melalui aplikasi SmartPLS 4.0.9.6. Hasil pengujian hipotesis menunjukkan bahwa service encounter communication memiliki pengaruh signifikan terhadap perceived value, customer satisfaction, dan customer retention. Service convenience juga berpengaruh positif terhadap perceived value, customer satisfaction dan customer retention. Sementara itu, internet service quality memiliki pengaruh positif yang signifikan terhadap perceived value. Perceived value secara positif memengaruhi customer satisfaction, yang selanjutnya berkontribusi pada customer retention. Temuan ini mendukung teori bahwa pengalaman pelanggan yang baik, baik melalui interaksi langsung maupun kenyamanan layanan, berkontribusi pada kepuasan pelanggan dan retensi pelanggan. Penelitian ini memberikan wawasan yang berharga bagi First Media dalam meningkatkan layanan pelanggan dan memahami faktor-faktor yang memengaruhi persepsi, kepuasan, dan retensi pelanggan. Implikasi manajerial termasuk peningkatan komunikasi layanan dan kenyamanan layanan untuk memperkuat hubungan positif dengan pelanggan, yang pada akhirnya dapat meningkatkan retensi pelanggan dalam jangka panjang. / This research aims to comprehend strategies for enhancing Customer Retention in one of the internet service providers, First Media. Survey respondents, gathered through Google Form, were customers of First Media within the past year, had interacted with First Media's team, and belonged to the age group of 27-42 years (Generation Y or millennials). Out of 313 respondent data, only 233 were utilized as the testing dataset in this research model. Testing was conducted using the PLS-SEM model to process the obtained respondent data through the SmartPLS 4.0.9.6 application. Hypothesis testing results indicate that service encounter communication significantly influences perceived value, customer satisfaction, and customer retention. Service convenience also positively affects perceived value, customer satisfaction and customer retention. Meanwhile, internet service quality significantly influences perceived value. Perceived value positively affects customer satisfaction, contributing to customer retention. These findings support the theory that a positive customer experience, whether through direct interactions or service convenience, contributes to customer satisfaction and retention. This research provides valuable insights for First Media in enhancing customer service and understanding factors influencing customer perception, satisfaction, and retention. Managerial implications include improving service communication and convenience to strengthen positive relationships with customers, ultimately enhancing long-term customer retention.

Actions (login required)

View Item