Analisis Pengaruh brand Image dan Perceived Quality terhadap Customer Satisfaction dalam Memilih Kartu Perdana XL Axiata ( Studi Kasus Pada Masyarakat Desa Paya Geli )

Abstract

XL Axiata merupakan salah satu Perusahaan operator seluler terbesar di Indonesia. Desa Paya Geli merupakan salah satu Desa di Kecamatan Sunggal Kabupaten Deli Serdang. Di Desa Paya Geli, Persepsi Masyarakat kepada XL masing kurang kuat, hal itu didasarkan oleh masih kurang baiknya Brand Image XL di mata Masyarakat Paya Geli yang belum didukung oleh kualitas jaringan di daerah tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh dari Brand Image dan Perceived Quality terhadap Customer Satisfaction. Populasi dalam penelitian ini adalah pengguna kartu perdana XL Axiata di Desa Paya Geli. Sampel penelitian sebanyak 100 responden dengan Teknik pengumpulan data menggunakan angket atau kuesioner. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling Hasil penelitian ini menunjukkan bahwa secara parsial Brand Image berpengaruh signifikan terhadap customer satisfaction. Begitupun Perceived Quality secara parsial berpengaruh signifikan terhadap Customer satisfaction. XL Axiata is one of the largest cellular operator companies in Indonesia. Paya Geli Village is one of the villages in Sunggal District, Deli Serdang Regency. In Paya Geli Village, the community's perception of XL is not strong, this is based on the still not good XL Brand Image in the eyes of the Paya Geli community which has not been supported by the quality of the network in the area. This study aims to determine the effect of Brand Image and Perceived Quality on Customer Satisfaction. The population in this study were XL Axiata starter card users in Paya Geli Village. The research sample was 100 respondents with data collection techniques using questionnaires or questionnaires. The method used in this research is a quantitative method. Sampling in this research used a purposive sampling method. The results of this study indicate that partially Brand Image has a significant effect on customer satisfaction. Likewise Perceived Quality partially has a significant effect on Customer Satisfaction.