PENGARUH CUSTOMER SATISFACTION, PERCEIVED VALUE DAN KUALITAS PELAYANAN TERHADAP CUSTOMER LOYALTY DENGAN SWITCHING COST SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Pada PT. Telkom Witel Lampung)

INDAH, LESTARI (2024) PENGARUH CUSTOMER SATISFACTION, PERCEIVED VALUE DAN KUALITAS PELAYANAN TERHADAP CUSTOMER LOYALTY DENGAN SWITCHING COST SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Pada PT. Telkom Witel Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini dilatar belakangi oleh adanya ketentuan denda untuk berhenti berlangganan (Pemasanganan Kurang dari 12 Bulan pertama) dengan IndiHome Sehingga konsumen menduga hal tersebut merupakan strategi indihome dalam mempertahankan pelanggan, dan banyaknya keluhan pelangga mengenai kualitas pelayanan lama waktu pemasangan, tingginya biaya yang di keluarkan tidak sesuai dengan manfaat yang dirasakan. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh variabel independen Customer Satisfaction, Perceived Value dan Kualitas Pelayanan terhadap Customer Loyalty pelanggan Indihome pada PT. Telkom Witel Lampung. Serta menguji apakah variabel moderasi Switching Cost dapat memoderasi hubungan antara variabel independen terhadap variabel dependen. Dan bagaimana tinjauan Bisnis Islam tentang Customer Loyalty. Penelitian ini menggunakan metode kuantitatif. Teknik pengumpulan data dala penelitian ini menggunakan kuesioner dengan skala likert dan kajian pustaka. Populasi yang digunakan dalam penelitian ini adalah seluruh pelanggan IndiHome di PT. Telkom Witel Lampung. Sampel yang digunakan ditentukan dengan Rumus Slovin yang berjumlah 100 responden. Teknik analisis data menggunakan metode parth analysis (analisis jalur) dengan menggunakan software smartPLS. Hasil Penelitian menunjukan bahwa Customer Satisfaction, Perceived Value dan kualitas Pelayanan berpengaruh positif dan signifikan terhadap Customer Loyalty. Switching Cost mampu memoderasi Hubungan antara Customer Satisfaction terhadap Customer Loyalty. Switching Cost tidak mampu memoderasi hubungan antara Perceived Value dengan Customer Loyalty. Kualitas Pelayanan berpengaruh negatif signifikan terhadap Customer Loyalty yang dimoderasi oleh Switching Cost menunjukkan bahwa Switching Cost tidak mampu memoderasi kualitas Pelayanan terhadap Customer Loyalty. Kata Kunci :Customer Satisfaction, Perceived Value, Kualitas Pelayanan, Customer Loyalty, Switching Cost ii ABSTRACT This research is motivated by the existence of fine provisions for unsubscribing (installation less than the first 12 months) with IndiHome so that consumers suspect that this is Indihome's strategy in retaining customers, and the many customer complaints regarding the quality of service, long installation time, high costs incurred are not according to the perceived benefits. This research aims to test and analyze the influence of the independent variables Customer Satisfaction, Perceived Value and Service Quality on Customer Loyalty of Indihome customers at PT. Telkom Witel Lampung. As well as testing whether the Switching Cost moderating variable can moderate the relationship between the independent variable and the dependent variable. And what is the Islamic business review of Customer Loyalty. This research uses quantitative methods. The data collection technique in this research uses a questionnaire with a Likert scale and literature review. The population used in this research is all IndiHome customers at PT. Telkom Witel Lampung. The sample used was determined using the Slovin Formula, totaling 100 respondents. The data analysis technique uses the parth analysis method (path analysis) using smartPLS software The research results show that Customer Satisfaction, Perceived Value and Service Quality have a positive and significant effect on Customer Loyalty. Switching Costs are able to moderate the relationship between Customer Satisfaction and Customer Loyalty. Switching Cost is unable to moderate the relationship between Perceived Value and Customer Loyalty. Service Quality has a significant negative effect on Customer Loyalty which is moderated by Switching Cost, indicating that Switching Cost is unable to moderate Service Quality on Customer Loyalty. Keywoard: Customer Satisfaction,

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