PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP LOYALITAS PELANGGAN KARTU PRABAYAR TELKOMSEL (Studi Kasus Pada Mahasiswa STIE Muara Teweh)

THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND PROMOTION ON TELKOMSEL’S PREPAID CARD CUSTOMERS LOYALTY (Case Study on the Students of STIE Muara Teweh)

Abstract

The result showed that : 1) quality of product (X1), price (X2), and promotion (X3) has a simultan impact on customers loyalty at Telkomsel pre-paid card, this is evidenced by the results calculations F statistics the three of variable 18.048 (sig. 0.000) is greater than F table is 2.76 with alpha 5 %. 2) quality of product (X1) has a significant impact on customers loyalty at Telkomsel pre-paid card, this is evidenced by the results calculations t statistics 3.697 (sig. 0.000) is greater than t table is 2.000 with alpha 5 %. price (X2) has a significant impact on customers loyalty at Telkomsel pre-paid card, this is evidenced by the results calculations t statistics 4.000 (sig. 0.000) is greater than t table is 2.000 with alpha 5 %. While promotion (X3) has not a significant impact on loyalty at Telkomsel pre-paid card, this is evidenced by the results calculations t statistics -0.411 (sig. 0.683) is smaller than t table is 2.000 with alpha 5 %. 3) the most dominan variable affecting customers loyalty at Telkomsel pre-paid card is quality of product (X1) and price (X2).