PENGARUH KUALITAS PRODUK, CITRA PERUSAHAAN, DAN RINTANGAN PENGALIHAN TERHADAP LOYALITAS PELANGGAN KARTU PRABAYAR SIMPATI DI KOTA PADANG

Abstract

Business competition in this globalization era has made many companies competing
to win and retain their market share. Telkomsel as the market leader in the mobile phone
sector with one of their products namely Simpati prepaid cards, need to maintain existing
markets through the development of business in order to maintain customer loyalty and
profitability. The sample in this research is over 17 years old, already use Simpati prepaid
cards brand more than 1 year, and live in the Padang city. Total of respondents are 125. The
sampling technique was purposive sampling. The data used are primary data through
questionnaires. Methods of data analysis used is multiple linear regression analysis.
Hypothesis testing using t-test statistical test to prove the effect of independent variables on
the dependent variable. The results of this study found that the quality of products has
positive effect on customer loyalty Simpati cards prepaid in Padang, company image positive
effect on customer loyalty Simpati cards prepaid in Padang City and Switching Barrier
diversion proved to be a positive influence on customer loyalty Simpati cards prepaid in
Padang city.
Keywords: Product Quality, Corporate Image, Switching Barriers and Consumer Loyalty