Pertiwi, Prilia Putri (2018) Pengaruh Service Failure Terhadap Perilaku Brand Switching Konsumen Melalui Ketidakpuasan Konsumen (Studi Pada Customer Churn Produk Telkom Indi Home di Malang Raya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh service failures terhadap perilaku brand switching konsumen dengan ketidakpuasan konsumen sebagai variabel mediasi (Studi Pada Customer Churn Produk Telkom IndiHome di Malang Raya). Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kasual antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 140 responden yang diambil dari populasi customer churn produk Telkom IndiHome di Malang Raya. Pengambilan sampek menggunakan teknik purposive sampling dengan karakteristik sampel yang dipilih yaitu minimal berusia 17 tahun, pernah menggunakan produk Telkom IndiHome, dan bertempat tinggal di Malang Raya. Metode Analisis menggunakan PLS SEM dengan software SmartPLS 3.2.6. Uji instrumen penelitian meliputi uji outer model, uji inner model, dan uji hipotesis. Uji hipotesis langsung menggunakan t-test, sedangkan hipotesis tidak langsung menggunakan uji sobel. Hasil penelitian menunjukkan bahwa service failures mempunyai pengaruh yang positif dan signifikan terhadap ketidakpuasan churn consumer produk Telkom IndiHome. Ketidakpuasan konsumen memiliki pengaruh positif dan signifikan terhadap variabel perilaku brand switching konsumen produk Telkom IndiHome di Malang Raya. Service failures mempunyai pengaruh positif dan signifikan terhadap perilaku brand switching konsumen produk Telkom IndiHome di Malang Raya. Sedangkan untuk pengaruh tidak langsung service failures terhadap perilaku brand switching konsumen melalui ketidakpuasan konsumen menunjukkan hasil yang positif dan signifikan juga.
English Abstract
This study aims to examine and analyze the influence of service failures on consumer brand switching behavior with consumer dissatisfaction as a mediation variable (Study on Customer Churn Telkom IndiHome Products in Malang Raya). This explanatory research explains causal relation between the variables through hypothesis testing. This study uses 140 samples taken from the population of customer churn of Telkom IndiHome products in Malang Raya. The samples are selected using purposive sampling technique. The sample should be at least 17 years age, had used Telkom IndiHome products, and reside in Malang Raya. This study used PLS SEM with SmartPLS software 3.2.6 to investigate the analysis method. The research instrument test includes outer model test, inner model test, and hypothesis test. The direct hypothesis test used t-test, while the hypothesis does not directly use the sobel test. The result of this study shows that, service failures have a positive and significant effect on dissatisfaction of customer churn of Telkom IndiHome products. Consumer dissatisfaction has a positive and significant influence on consumer brand switching behavior of customer churn of Telkom IndiHome product in Malang Raya. Service failures have a positive and significant influence on consumer brand switching behavior of Telkom IndiHome product in Malang Raya. As for the indirect effect of service failures on consumer brand switching behavior through consumer dissatisfaction shows positive and significant results as well.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/69/051802838 |
| Uncontrolled Keywords: | Service Failures, Ketidakpuasan Konsumen, Brand Switching, Telkom Indihome |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 24 Apr 2018 06:37 |
| Last Modified: | 02 Nov 2021 05:31 |
| URI: | http://repository.ub.ac.id/id/eprint/9835 |
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