Faktor-Faktor yang Memengaruhi Kepuasan Pelanggan terhadap Layanan Pitalebar Bergerak [Determinants of Customer Satisfaction against Mobile Broadband Service]
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Abstract
Laju pertumbuhan jumlah pelanggan seluler diprediksi akan mengalami perlambatan. Para penyedia layanan dituntut untuk dapat melakukan inovasi dan menyusun strategi yang tepat agar dapat tetap bertahan. Layanan data saat ini menjadi andalan para penyedia layanan untuk menjaring pelanggan baru sekaligus mempertahankan pelanggan lama. Studi ini bertujuan untuk melakukan eksplorasi terkait faktor-faktor yang memengaruhi kepuasan pelanggan terhadap layanan pitalebar pada jaringan bergerak seluler di Indonesia. Temuan dari studi ini diharapkan dapat digunakan sebagai dasar dalam menyusun strategi untuk meningkatkan loyalitas pelanggan. Pengumpulan data dilakukan melalui survei. Analisis data yang digunakan terdiri dari statistika deskriptif, Chi-Square, dan Regresi Logistik Multinomial. Hasil analisis menunjukkan dua faktor demografi (pekerjaan dan pendapatan), dua atribut perangkat (jenis dan merk), pemilihan penyedia layanan, dan aktivitas penggunaan layanan data secara signifikan mempengaruhi kepuasan pelanggan. Kaitannya dengan kinerja teknis dan non-teknis, diperoleh hasil bahwa kesesuaian kuota, kemampuan petugas dalam menyelesaikan masalah, dan pemberitahuan sisa kuota, memengaruhi kepuasan pelanggan pada taraf signifikansi 0,05. Disamping itu, terdapat dua parameter yang memiliki taraf signifikansi sebesar 0,1, yaitu kecepatan koneksi dan kemudahan menghubungi pusat layanan pelanggan.
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The growth rate of cellular subscribers is predicted to slow down. Service providers are required to be able to innovate and develop appropriate strategies to survive. Data services nowadays have become the mainstay of service providers to capture new customers as well as to retain the old ones. This study aims to explore related factors affecting consumer satisfaction of broadband services on mobile cellular networks in Indonesia. The findings of this study are expected to be used as a consideration in devising strategies to improve customer loyalty. Data collection is carried out through a survey. The analysis consists of descriptive statistics, Chi-Square, and Multinomial Logistic Regression. The results shows that two demographic factors (occupation and monthly income), two device attributes (device type and brand), the selection of service providers, and the activities of the use of data services significantly effect on customer satisfaction. In relation to technical and non-technical performance, the results shows that the quota conformity, the ability of officers in solving the problem, and data packet remaining notice have significant level of 0.05. In addition, there are two parameters that significantly affect customer satisfaction toward mobile broadband service at the level of 0.1.
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