IMPACT ANALYSIS OF SERVICE QUALITY, TRUST AND PERCEIVED VALUE TO SIMPATI CUSTOMER LOYALTY AT SEMARANG CITY
PUSITASARI, NIA BUDI
NUGROHO W.P., SUSATYO
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Communication and technological progress cause people in the world can relate to easily. How to communicate is very advanced now that using social media is to use the internet. Indonesia is a country that has a large enough internet users, and access the internet at most use a mobile phone, to access the community using the provider. Simpati is a provider of products which have the most subscribers Telkomsel in Indonesia. This study aims to determine whether the variable between service quality, trust, and perceived value the most influence on customer loyalty Simpati in Semarang. Customers Simpati respondents are subscribers Simpati was 17 years old and have been using Simpati for at least one year. Before entering the processing, the data must be tested for validity and reliability by using SPSS software. Then the data were processed using PLS-SEM (Structural Equation Modeling-Partial Least Square) with software SmartPLS 3. From the processing of the obtained results that the positive relationship between service quality and trust. There is a positive relationship between service quality and perceived value. There is no positive correlation between trust and customer loyalty, it shows that customers who believe not necessarily loyal to a product. There is a positive relationship between perceived value and customer loyalty, and the relationship between perceived value and loyalty have the highest value, so it can be concluded that the most influential variable on customer loyalty Simpati in Semarang is perceived value. The greater the perceived value of customers, the more loyal the customer.