LOYALITAS PELANGGAN SIM CARD CDMA ESIA
Abstract
Currently, there are 6 operators in Indonesia based on CDMA technology that is Flexi, StarOne, Esia, Fren and Hepi, Smart, Ceria. Based on research results MARS Indonesia, Esia and Flexi competing, both prabayar and pascabayar. Until the first semester of 2009 Esia Flexi can rival the even more superior in the areas JABODETABEK but in Surabaya lost much of Flexi. This is to inform that the people purchase intention of Surabaya against Esia still relatively low. The purpose of this study was to analyze the influence of marketing mix on purchase intention and customer satisfaction, to analyze the influence of purchase intention towards customer satisfaction and to analyze the effect of customer satisfaction to customer loyalty Esia CDMA SIM Card in Surabaya.
Data used in this study are primary data in the form of questionnaires with semantic differential scale. The samples were customer of SIM Card Esia subscribers over the age of 17 years and have been using a SIM Card Esia least for a month. Totaling 100 sampel can analysis after tabulation. The analysis technique used is the technique of SEM analysis.
The research findings that the marketing mix consisting of product quality, price, promotion and distribution has contributed to the purchase intention of customers and customer satisfaction. Buying interest did not affect customer satisfaction. Satisfaction has a contribution to customer loyalty Esia CDMA SIM Card in Surabaya.
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