The Effect of Service Quality and Promotion on Telkomsel Customer Satisfaction (A Study of College Students in Bandar Lampung)

Sindy Amarda; Maulana Agung P; M. Iqbal Harori

doi:10.63922/ijebir.v5i02.2916

Sindy Amarda Faculty of Social and Political Sciences, University of Lampung, Indonesia
Maulana Agung P Faculty of Social and Political Sciences, University of Lampung, Indonesia
M. Iqbal Harori Faculty of Social and Political Sciences, University of Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i02.2916

Keywords: Keywords: service quality, promotion, customer satisfaction, Telkomsel

Abstract

Indonesia has many providers offering internet access services and conveniences, one of which is Telkomsel. In using Telkomsel cards, consumers consider several factors. This study aims to determine the impact of several factors on customer satisfaction with Telkomsel provider cards in Bandar Lampung, particularly among university students. The factors studied include service quality and promotion. This study uses explanatory research with a quantitative approach. The research population consists of Telkomsel card customers and students in Bandar Lampung. The sampling technique used is proportional stratified random sampling by selecting 10 universities in Bandar Lampung and 100 respondents selected as research samples. Data were obtained through the distribution of questionnaires to respondents. The data analysis techniques used included descriptive analysis, classical assumption testing, and multiple linear regression analysis using the SPSS Statistics 30 application program. The results of the study showed that, partially, service quality and promotion had a significant effect on customer satisfaction. Then, simultaneously, service quality and promotion together had a significant effect on customer satisfaction.

Keywords: service quality, promotion, customer satisfaction, Telkomsel

References

Ahdiat, A. (2023, June 23). Ini Operator Seluler dengan Pengguna Terbanyak di Indonesia Awal 2023. Retrieved from databoks:https://databoks.katadata.co.id/teknologitelekomunikasi/statistik/e4e2fb7609009e8/ini-operator-seluler-dengan-pengguna-terbanyak-di-indonesia-awal-2023
Amanda Christiani, F., Fibriyani, V., & Wahyuni, H. (2024). Pengaruh Harga, Kualitas Layanan, dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Kuota Internet Melalui MyTelkomsel (Studi Pada Pengguna Telkomsel di Kota Pasuruan). Revenue Manuscript.
Daryanto. (2011). Sari Kuliah Manajemen Pemasaran. Bandung : PT Sarana Tutorial Nurani Sejahtera
Hermawan, A. (2012). Komunikasi Pemasaran. Jakarta: Erlangga
Hidayah, A., & Sumiyarsih. (2018). Dampak Ketidakpuasan Konsumen Pada Sikap Konsumen Berdasarkan Dimensi Kualitas Jasa Dan Perbedaan Karakteristik Demografi Impact Of Consumer Dissatisfaction On Consumer Attitudes Based On Service Quality Dimensions And Demographic Characteristics Differences. JPSB, 6(1). https://doi.org/10.26486/jpsb.v6i1:Februari.420
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of Marketing. Pearson Education Limited.
Kotler, Philip., Keller, K. Lane., & Chernev, Alexander. (2022). Marketing Management. Pearson Education Limited.
Laksana, M. F. (2019). Praktis Memahami Manajemen Pemasaran. Sukabumi: CV Al Fath Zumar.
Muhammad, R. F., & Melinda, T. (2021). The Influence of Price, Quality of Service and Promotions on Customer Satisfaction at Bu Rajab Resto Pancing and Cottage. KnE Social Sciences. https://doi.org/10.18502/kss.v5i5.8804
Nasution, M. N., 2015. Manajemen Mutu Terpadu (Total Quality Management). Ghalia Indonesia, Bogor.
Nurani, D., & Evianah. (2019). Analisis Perbedaan Kepuasan Konsumen Terhadap Pembelian Produk Baju Secara Online Dan Offline. Jurnal Ekonomi Manajemen Akuntansi , Vol.15 No.2.
Rasam, F., Interdiana, A., & Sari, C. (2018). Peran Pemasaran Dalam Kegiatan Usaha Pada Masyarakat di Desa Jatibaru Cikampek. In Journal of Applied Business and Economics (Vol. 5, Issue 2).
Sari, K., & Rushadiyati. (2018). Pengaruh Kuaitas Pelayanan Jasa Internet dan Usaha Jasa Internet Pada Kepuasan Pelanggan di Rumah Kreasi Network (RKNET), Jati Asih - Bekasi. Jurnal Fakultas Ekonomi, Universitas Respati Indonesia.
Sarwini, S., & Rismawati. (2022). Pengaruh Promosi, Kualitas Produk, dan Citra Merek Terhadap Kepuasan Pelanggan. Jurnal Ilmu Dan Riset Manajmen, 11.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Suryani, R., Naomi Pretty, S., & Soraya Febrina, T. (2022). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Pelanggan Pada Grapari Telkomsel Binjai. Jurnal Ilmiah Manajemen DanAkuntansi Medan, 4.
Tjiptono, F., & Diana, A. (2020) Pemasaran. Pertama. Edited by F. Tjiptono. Yogyakarta: Cv. Andi Offset.
Tjiptono, F., & Gregorius C. (2020). Service, Quality & Satisfaction. Yogyakarta. Andi.
Van Der Saar Siallagan, J., & khalid, J. (2023). Pengaruh Citra Merek, Promosi Dan Persepsi Harga Terhadap Kepuasan Pelanggan Mitra Kios Unggas Pondok Kopi. http://ejournal.asaindo.ac.id/index.php/hcd
Yamit, Z. (2014). Manajemen Kualitas Produk dan Jasa, Ekonisia.