Pengaruh Kualitas Produk dan Harga terhadap Loyalitas Pelanggan Pengguna Telkomsel melalui Kepuasan Pelanggan di Kota Medan

Abstract

In this modern era, technology has become something that can be found in almost every part of our daily life. Even in today's era the use of technology is difficult to keep away from human life. With these technological developments and changes, technology is increasingly becoming more effective and efficient. One of them in the development of technology in terms of communication and information. Mobile phones are complementary goods where mobile phones must be equipped with a cellular operator. So the increasing use of mobile phones, the more users of cellular operators will also increase. This increase was also followed by the number of providers in Indonesia, one of which is PT Telkomsel. Today's customers easily switch to competing products if the products and services used by consumers are no longer attractive in the minds of consumers. The factors that influence loyalty are satisfaction, product quality and price. The purpose of this study was to analyze the effect of product quality and price through customer satisfaction on customer loyalty of Telkomsel users. This type of research is associative research and the population in this study is Telkomsel users whose number is unknown. The sampling method used is accidental sampling. Data analysis was carried out through PLS-SEM using the SmartPLS program