ANALISIS PENGARUH SERVICE QUALITY, PERCEIVEDVALUE, CUSTOMER SATISFACTION, DAN SWITCHING BARRIES TERHADAP POST-PURCHASE INTENTION TELKOMSEL HALOFIT DI SURABAYA

Abstract

The development of the telecommunications sector in Indonesia showed a significant increase, especially since 2008, at which time the world is experiencing a global economic crisis. Specific economic sectors transport and telecommunications increased by 16.7 percent compared to the same period in 2007. This phenomenon attracted the attention of businesses, especially businesses cellular provider. Since the opening of the door open competition in the telecommunications sector of Indonesia, there are three major players that dominate the Indonesian telecommunications market. One of the major players of interest is Telkomsel. As the market leader in this industry full Telkomsel always try to meet the needs of a changing society in accordance with the progress of time. One of the efforts made by Telkomsel is to issue HaloFit package, an internet package that fits the needs of Indonesian society in particular. As a differentiator with other similar mobile provider, Telkomsel HaloFit provide not play at low price but the quality of service provided. The strategy used here makes Telkomsel HaloFit became the object of interest for this study. The purpose of this study was to determine the effect of service quality, perceived value, customer satisfaction and switching barriers to post-purchase intention. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how much influence postpurchase intention, which in turn will shape the success of the company in the long run. This study is a causal research. The method used is a quantitative method of processing data using SPSS. Data was collected by distributing questionnaires to 105 respondents to the characteristics of male and female respondents aged 18- 60 years and using Telkomsel HaloFit at least 6 months, lived in Surabaya, as well as knowing other similar mobile provider. The results showed that service quality with a regression coefficient of 0.669, customer satisfaction with the regression coefficient for 0.572, switching barriers with a regression coefficient of 0.348, and the perceived value of 0.202 with a regression coefficient is positive and significant influence post-purchase intention. In addition, service quality with a regression coefficient of 0.738 is positively and significantly affect the perceived value, service quality is also positively affects customer satisfaction and significant with a regression coefficient of 0.628. Perceived value positively affects customer satisfaction and significant with the regression coefficient of 0.270. The finding showed that service quality give highest influence on post-purchase intention.