PENGARUH PERCEIVED VALUE, CUSTOMER SATISFACTION DAN SWITCHING BARRIER TERHADAP CUSTOMER RETENTIONDALAM PERSPEKTIF ISLAM (Studi Pada Masyarakat Pengguna Layanan Telkomsel di Bandar Lampung)

Nadian, Levi Rosa (2023) PENGARUH PERCEIVED VALUE, CUSTOMER SATISFACTION DAN SWITCHING BARRIER TERHADAP CUSTOMER RETENTIONDALAM PERSPEKTIF ISLAM (Studi Pada Masyarakat Pengguna Layanan Telkomsel di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Perkembangan teknologi komunikasi di Indonesia selalu mengalami perubahan setiap tahunnya salah satunya adalah meningkatnya penggunaan telepon seluler setiap tahunnya mencerminkan tingginya kebutuhan masyarakat terhadap perangkat komunikasi seluler, serta membuka dunia bisnis dalam bidang penyedia jasa teknologi komunikasi (provider), menyebabkan perusahaan operator seluler diseluruh indonesia berlomba�lomba meningkatkan kualitas pelayanan jasa dan meningkatkan keunggulan produk yang nantinya mampu bersaing dengan perusahaan lain.Operator jaringan seluler yang beroperasi di Indonesia yaitu ada lima yang pertama telkomsel, indosat ooredoo, Xl axita, 3 (tri) dan smartfren.Menurut databoks katadata.com, Telkomsel menjadi operator seluler dengan penggguna terbanyak di Indonesia pada tahun 2021 yaitu sebanyak 169,2 juta pengguna serta telkomsel memiliki jangkauan terluas dan operator yang aktif disetiap provinsi di Indonesia, namun meskipun menjadi operator seluler terbaik dan terbanyak di indonesia di tahun 2021 juga telkomsel menjadi urutan kedua alat telekomunikasi dengan aduan terbanyak dengan 21% dari total aduan yang permasalahan utamanya karena jaringan internet, administrasi dan pemotongan pulsa. Hal ini membuktikan bahwa masih banyak konsumen yang mengeluh akan jaringan internet telkomsel, meskipun demikian telkomsel tetap menjadi provider dengan pengguna terbanyak di Indonesia. Tujuan penelitian untuk mengetahui apakah perceived valueberpengaruh dan signifikan terhadap customer retention ,customer satisfactionberpengaruh dan signifikan terhadap customer retention, switching barrierberpengaruh dan signifikan terhadap customer retention, bagaimana perceived value, customer satisfaction, switching barrier dan customer retention dalam perspektif islam.Metode penelitian yang digunakan adalah penelitian deskriptif menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini merupakan seluruh masyarat Bandar Lampung pengguna layanan telkomsel sedangkan sampel berjumlah 100 responden, teknik pengambilan sampel menggunakan Purposive Sampling. Metode analisis data menggunakan Partial Last Square Scructural Equation Modeling (PLS�SEM) dan pengolahan data menggunakan software SmartPLS. Hasil dari penelitian ini menunjukkan bahwa perceived value berpengaruh positif dan signifikan terhadap customer retention pada pengguna layanan telkomsel di Bandar Lampung. customer satisfaction berpengaruh positif dan signifikan terhadap customer retention pada pengguna layanan telkomsel di Bandar Lampung dan switching barrier berpengaruh positif dan signifikan terhadap customer retention pada pengguna layanan telkomsel di Bandar Lampung. Kata Kunci : Perceived Value, Customer Stisfaction, Switching Barreir, Customer Retention iii ABSTRACT The development of communication technology in Indonesia always changes every year, one of which is the increasing use of cellular phones every year reflecting the high public need for cellular communication devices, as well as opening up the business world in the field of communication technology service providers (providers), causing cellular operator companies throughout Indonesia to compete to improve the quality of service services and increase product excellence which will later able to compete with other companies. Cellular network operators operating in Indonesia are the first five Telkomsel, Indosat Ooredoo, Xl Axita, 3 (Tri) and Smartfren.According to databoks katadata.com, Telkomsel is the cellular operator with the most users in Indonesia in 2021, namely 169.2 million users and Telkomsel has the widest reach and is an active operator in every province in Indonesia, but despite being the best and most mobile operator in Indonesia in In 2021, Telkomsel is also in second place for telecommunications equipment with the most complaints with 21% of the total complaints, the main problems being the internet network, administration and credit deductions. This proves that there are still many consumers who complain about Telkomsel's internet network, even though Telkomsel remains the provider with the most users in Indonesia. The purpose of this research is to find out whether perceived value has an effect on and is significant on customer retention, customer satisfaction has an effect on and is significant on customer retention, switching barriers have an effect on and are significant on customer retention, how is perceived value, customer satisfaction, switching barriers and customer retention in an Islamic perspective. The research method used is descriptive research using a quantitative approach. The population in this study is all Bandar Lampung people who use Telkomsel services while the sample is 100 respondents, the sampling technique uses purposive sampling. The data analysis method uses Partial Last Square Scructural Equation Modeling (PLS-SEM) and data processing uses SmartPLS software. The results of this study indicate that Perceived value has a positive and significant effect on customer retention for Telkomsel service users in Bandar Lampung. Customer satisfaction has a positive and significant effect on customer retention for Telkomsel service users in Bandar Lampung. and Switching barrier has a positive and significant effect on customer retention for Telkomsel service users in Bandar Lampung. Keywords: Perceived Value, Customer Stisfaction, Switching Barreir, Customer Retention

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