Pengaruh Kualitas Produk dan Harga Produk terhadap Kepuasan dan Loyalitas Pelanggan Telekomunikasi Selular (Telkomsel) Prabayar pada Mahasiswa Jurusan Manajemen STIE-IBBI Medan

Abstract

Cellular communication has become the need for most people business people, employees, and even students; all of them need practicality and facility in communication. This condition has become the opportunity and challenge for cellular operator companies in Indonesia to compete healthily in providing product quality and competitive price. Cellular telecommunication operator is one of the operators that grow rapidly in the tight competitiveness among cellular operator in Indonesia. In the midst of tight competitiveness, Telkomsel has to be able to maintain its loyal customers by organizing accurate strategy such as increasing its product quality and price strategy accurately to influence customer decision. The objective of the research was to find out the influence of the product quality, and product price on customer satisfaction and loyalty of Prepaid Telekomunikasi Selular (Telkomsel) in the students of Management Department STIE-IBBL The research used descriptive qualitative and explanatory research method. The data were gathered by conducting interviews, documentary study and questionnaires. The samples were 167 respondents. This research used path analysis. The result of the research showed that, simultaneously, product quality and product price had positive and significant influence Customer Satisfaction and Loyalty of Prepaid Telkomsel in the Students of Management Department, STIE-IBBI, Medan