Hubungan Kualitas Layanan Dengan Loyalitas Pelanggan Pengguna Kartu Telkomsel Pada Mahasiswa Psikologi Universitas Medan Area

Abstract

This research is quantitative research that aims to examine and to get the data empirically about the relationship between service quality with customers’ loyalty of Telkomsel card users. Based on the theoretical framework, the researcher proposed a hypothesis that there is a positive relationship between service quality and customers’ loyalty. If service quality is better, so customers’ loyalty is higher. The samples of this research involve 50 psychology faculty students of Medan Area University ledger 2016 that used Telkomsel card which were choosen by using purposive sampling. The instrument of this research used for scale of service quality and customers’ loyalty. Service quality scale is arranged based on the aspects that is: tangibles, reliability, responsiveness, assurance, and empathy.Customers’ loyalty scale is arranged based on the aspects that is: purchase, consumption habits, like the product, decision of product, the conviction on certain product that are best, and product recommendations to others. Based on the analysis of the data, obtained the result that there is a positive relationship between service quality with customers’ loyalty. This is evidenced by the result of the correlation coefficient, which is rxy = 0.529 ; p = 0.01 < 0.05 . The value of the coefficient of determination (R square) of research is 0.280. It means that the variable of service quality affects customers’ loyalty by 28%