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Pengaruh Kualitas Pelayanan Dan Brand Image Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pelanggan ISP Fixed MNC Play Media Di Semarang)

*Syifa Nur Avidha  -  Diponegoro University, Indonesia
Agung Budiatmo  -  Universitas Diponegoro, Indonesia

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Abstract

Abstract:. Service quality and brand image are two factors that influence customer loyalty and satisfaction. Data on the number of MNC Play Media subscribers in Semarang shows an increase in 2015 - 2019, but the number of subscribers who stop subscribing has actually increased. The type of research used is explanatory research with systematic methods and purposive sampling. Samples were taken as many as 100 respondents, namely MNC Play Media Semarang customers.The data analysis technique used PLS-SEM analysis through WarpPLS 6.0. The results of this study indicate that service quality has a significant effect on customer satisfaction (1), brand image has a significant effect on customer satisfaction (2), service quality has a significant effect on customer loyalty (3), brand image has a significant effect on customer loyalty (4), satisfaction Customers have a significant effect on customer loyalty (5), service quality has a significant effect on customer loyalty through customer satisfaction (6, brand image has a significant effect on customer loyalty through customer satisfaction (7), Suggestions for improvement and improvement of MNC Play Media in Semarang include routine training regarding fast and responsive handling procedures, requesting reviews to customers and conducting a network monitoring system.

Keywords: service quality; brand image, customer satisfaction, customer loyalty

Abstrak: Kualitas pelayanan dan brand image menjadi salah dua faktor yang mempengaruhi terbentuknya loyalitas dan kepuasan pelanggan. Data jumlah pelanggan MNC Play Media di Semarang menunjukkan adanya kenaikan tahun 2015 – 2019, tetapi jumlah pelanggan yang berhenti berlangganan justru mengalami kenaikan. Tipe penelitian yang digunakan adalah explanatory research dengan metode sistematis dan purposive sampling. Sampel diambil sebanyak 100 respoden yaitu pelanggan ISP Fixed MNC Play Media Semarang. Teknik analisis data menggunakan analisis PLS-SEM melalui WarpPLS 6.0. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan (1), brand image berpengaruh signifikan terhadap kepuasan pelanggan (2), kualitas pelayanan berpengaruh signifikan terhadap loyalitas pelanggan (3), brand image berpengaruh signifikan terhadap loyalitas pelanggan (4), kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan (5), kualitas pelayanan berpengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan (6), dan brand image berpengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan (7). Saran-saran untuk perbaikan dan peningkatan MNC Play Media Semarang yaitu dilakukan pelatihan rutin terkait prosedur penanganan yang cepat dan tanggap, permintaan ulasan kepada pelanggan dan melakukan sistem monitoring jaringan.

Kata kunci: kualitas pelayanan, brand image, kepuasan pelanggan, loyalitas pelanggan

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Keywords: service quality; brand image; customer satisfaction; customer loyalty

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