ANALISIS KUALITAS PELAYANAN DAN HARGA PRODUK YANG BERPENGARUH TERHADAP KEPUASAN UNTUK MENGURANGI PERPINDAHAN MEREK PENGGUNA XL AXIATA PADA MAHASISWA UNIVERSITAS DIPONEGORO
Abstract: The development of
communication technology, especially mobile phones makes the competition of
cellular service providers (mobile operators) becomes increasingly competitive.
This condition makes the service users have many options and sometimes they
decide to switch their brand to the other operators because of some reasons. XL
Axiata, is one of the most popular cellular operators in Indonesia that had
experienced the impact of brand switching. XL Axiata lost the number of its
users from 59.6 million users in 2014 to 42.1 million users in 2015. The
phenomenon of brand switching then shifts XL Axiata’s position to the fourth
place. This achievement is worse than the previous one when they reached to the
second position and become one of the most dominant market controls.
This study uses four variables; quality of service, price, satisfaction,
and brand switching. Testing the hypothesis in this study is supported by the
data in which there were 107 respondents using analytical techniques Structural
Equation Modeling (SEM) through AMOS 22.
This study produces 5 processes to reduce brand switching performed by XL
Axiata users. However, the most influential process to the reduce brand
switching is to improve the quality of service in order to increase the
satisfaction of the customers. Increasing satisfaction will further reduce the
phenomenon of brand switching by XL Axiata users.
Keywords: brand switching,
quality of service, price, satisfaction
Penulis: Megie Pransisya, Budi
Sudaryanto
Kode Jurnal: jpmanajemendd170881
