Pengaruh Harga dan Network Quality Terhadap Customer Satisfaction (Studi Pada Pengguna Jasa Indosat HiFi di Kota Medan)

Abstract

In today's digital era, the public's need for fast and stable internet services is increasing. Indosat HiFi as an internet service provider in Medan City needs to maintain service quality in order to maintain customer satisfaction. The two main factors that are often considered by customers in assessing internet services are competitive prices and good network quality. Therefore, it is important to know the extent to which these two factors affect customer satisfaction. This study aims to determine and analyze the effect of price and network quality on customer satisfaction among users of Indosat HiFi services in Medan City. The price and network quality variables in this study will be analyzed in their partial and simultaneous relationship to the customer satisfaction variable. The form of research used is quantitative with an associative approach. The population in this study were Indosat HiFi service users in Medan City. With a sample of 99 respondents, the sample approach used in this study was probability sampling in the form of stratified random sampling. Primary data obtained through direct distribution of questionnaires and google forms and secondary data obtained through literature studies. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and processed using SPSS software. The results of the study indicate that price (X1) and network quality (X2) each have a positive and significant effect on customer satisfaction (Y) partially and simultaneously. Based on the determinant coefficient test, the magnitude of the relationship between the price (X1) and network quality (X2) variables on the customer satisfaction (Y) variable is obtained with an R value of 0,865. Through the adjusted R square value, it is also known that the variables between price and network quality contribute 74,3%, to the customer satisfaction variable while the remaining 25,7% is influenced by other variables not discussed in this study.