PENGARUH HARGA DAN PROMOSITERHADAPLOYALITAS PELANGGAN PENGGUNA KARTU PRABAYAR HALLO PADAGRAPARI TELKOMSEL BANDAR LAMPUNG (Studi Kasus : Mahasiswa STIE Satu Nusa Lampung)

Abstract

Abstract

PT. Telkomsel is engaged in telecommunications for cellular telephone systems with GSM (Global System for Mobile Communications) technology which is well known throughout the world and is the first company to use it in Indonesia. Telkomsel is also increasingly expanding its wings to foreign countries. The problem faced is to know the effect of price and promotion on Simpati prepaid card customer loyalty because Simpati prepaid card customer loyalty at Grapari Telkomsel Bandar Lampung is decreasing. The research method used is library research, interview methods and questionnaires related to prices and promotions and their effect on customer loyalty Simpati Grapari Telkomsel prepaid cards Bandar Lampung. Based on the results of research with a significance level of alpha (a) 5% (0.05), the variable is said to have an effect if the probability value is <0.05. From the results of data analysis, it is found that the tariff variable (X1) is significant at a probability of 0.023 <0.05. The advertising media variable (X2) is significant at a probability of 0.035 <0.05. And for the sales promotion variable (X3) it has a significance value of 0.469 > 0.05. It can be concluded that partially the tariff variable (Xl) and advertising media variable (X2) affect the probability of respondents to be loyal to the Simpati prepaid card product for Economics Students (SI) STIE Satu Nusa Bandar Lampung. The value of Nagelkerke R2 = 0.553. This means that only 55.3% of the variables and tariffs (Xl), advertising media (X2) and sales promotion (X3) are able to influence the Y variable. While the remaining 44.7% are influenced by variables outside the model.

Keywords : Price, Promotion, Loyalty. Sales, Rates, Advertising

Abstrak

PT.Telkomselbergerakdalam bidangtelekomunikasi untuk system telepon selular dengan teknolog iGSM(Global SistemforMobile Communications) yang terkenal diseluruh dunia dan merupakan perusahaan yang pertamakali mempergunakannya diIndonesia. Telkomsel juga semakin mengembangkan sayapnya kemancanegara. Permasalahan yang dihadapi adalah ingin mengetahui pengaruh harga dan promositerhadaployalitas pelanggan kartu prabayar Simpati karena loyalitas pelanggan kartu prabayar Simpati padaGrapari Telkomsel Bandar Lampung yangmenurun.Metode penelitian yang digunakan adalah penelitian kepustakaan, metode wawancara dan penyebaran kuesioner yang berkaitan dengan harga dan promosi dan pengaruhnya terhadap loyalitas pelanggan kartu prabayar Simpati Grapari Telkomsel Bandar Lampung.Berdasarkan hasil penelitian dengan tingkat signifikansi pada alpha (a) 5% (0,05) bahwa, variabel dikatakan berpengaruh apabila nilai probabilitas <0,05.Dari hasil analisis data diperoleh bahwa variabel tarif (X1) signifikan pada probabilitas 0,023 <0,05.Variabel media periklanan (X2) signifikan pada probabilitas 0,035 <0,05. Dan untuk variabel promosi penjualan (X3) memiliki nilai signiflkasi 0.469> 0.05. Dapat diambil kesimpulan bahwa secara parsial variabel tarif (Xl) dan variabel media periklanan (X2) berpengaruh terhadap kemungkinan responden untuk loyal terhadap produk kartu prabayar Simpati pada Mahasiswa Ekonomi (SI) STIE Satu Nusa Bandar Lampung. Nilai Nagelkerke R2 = 0.553. Artinya, bahwa hanya sebesar 55.3%variabel-variabel dan tarif (Xl), media periklanan (X2) danpromosi penjualan (X3) yang mampu mempengaruhi variabel Y. Sedangkan sisanya 44.7% dipengaruhi variabel-variabel di luar model.

Kata Kunci : Harga, Promosi, Loyalitas.Penjualan, Tarif, Periklanan