PENERAPAN STRATEGI PEMASARAN DAN PELAYANAN JASA SERTA KONTRIBUSINYA TERHADAP LOYALITAS PELANGGAN INDIHOME PT. TELKOM CIAMIS

Abstract

Based on observations at PT. Telkom Ciamis, found still their customers IndiHome PT. Telkom switch to other products from different providers, the issue of which may be related to the marketing strategy used is less effective, due to their accessibility is often disrupted or network sometimes die shortly. Another problem is less the maximum of services provided, including a delayed interference as well as the difficulty customers to access complete information about Indihome. The aim of this research is to determine the contribution of the implementation of the marketing strategy and services to customer loyalty Indihome PT. Telkom Ciamis. Explanatory research using survey methods, while research instruments through a questionnaire. Determination of the sample using random sampling so that the sample of 91 respondents. Test reliability using Cronbach Alpha coefficients and test the validity of using the product moment correlation coefficient. Data were analyzed using path analysis. Partial hypothesis testing using t-test, while simultaneously using F-test. The results showed that the contributions received by the customer loyalty Indihome PT. Telkom Ciamis is at 100%, where the contribution of a marketing strategy by 31.1%, from services amounted to 43.7%, contributed jointly or simultaneously between marketing strategy with services to customer loyalty amounted to 74.8%, while the variables examined (implicit exogenous) amounted to 25.2%.