PENGARUH INOVASI DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN TELKOMSEL DI KOTA BENGKULU
DOI:
https://doi.org/10.36085/jems.v5i2.6435Abstract
This research is motivated by the imperative for Telkomsel to continually enchance its innovation and product quality to sustain customer loyalty. The objective of this study is to ascertain the impact the innovation (X1) and product quality (X2) on customer loyalty (Y) among Telkomsel customers in Bengkulu City. The research question addressed is whether innovation and product quality significantly influence customer loyalty among Telkomsel usen in Bengkulu City. The research adopts a quantitative approach, focusing on Telkomsel customers in Bengkulu City as the study population.
Based on the findings from the investigation into the influence of innovation and product quality on Telkomsel customers in Bengkulu City, it can be concluded that innovation significantly affects customer loyalty on Telkomsel customers in Bengkulu City, and product quality also has a significant impact on Telkomsel customer loyalty in Bengkulu City. Futhermore, innovation (X1) and product quality (X2) together exert a significant influence on customer loyalty (Y) among Telkomsel customers in Bengkulu City.
The Coefficient of Determination Test (R2) yielded a value of 0.303, signifying that innovation (X1) and product quality (X2) contribute an influential proportion of 0.303 or 30.3% to customer loyalty (Y) among Telkomsel customers in Bengkulu City. The remaining 0.697 or 69.7% is influenced by other variables not considered in this study.
Keywords: Innovation, Product Quality, Customer Loyalty
References
Anggarawati, Intan Rurieta. 2021. “Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan PDAM Tirta Marta Yogyakarta.” Jurnal Indonesia Sosial Sains 2(1): 40–49.
Anggraeni, D., S. Kumadji, and S. Sunarti. 2016. “Pengaruh Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan ( Survei Pada Pelanggan Nasi Rawon Di Rumah Makan Sakinah Kota Pasuruan).” Jurnal Administrasi Bisnis S1 Universitas Brawijaya 37(1): 171–77.
Aryandi, J., & Onsardi, O. (2020). Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Cafe Wareg Bengkulu. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 1(1), 117-127.
Azizah, Ari Dhotul. 2023. “Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Loyalitas Pelanggan Skincare MS Glow Di Kecamatan Tanjunganom Kabupaten Nganjuk.” Jurnal Manajemen Dinamis 1(1).
Candra, Ricki, Nelly Astuti, and Fery Panjaitan. 2022. “Analisis Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Loyalitas Pelanggan Belfoods Di Pangkalpinang.” Jurnal Ilmiah Progresif Manajemen Bisnis STIE-IBEK 9(1).
Cardia, Daniel I Nyoman Renatha, I Wayan Santika, and Ni Nyoman Rsi Respati. 2019. “Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Loyalitas Pelanggan.” E-Jurnal Manajemen Universitas Udayana 8(11).
Cut Liza Fadhila, Dewi Rosa Indah, and Safrizal. 2022. “Pengaruh Citra Merek, Harga, Inovasi Dan Kualitas Produk Terhadap Loyalitas Pelanggan Pada Kosmetik Wardah Di Kota Langsa.” Jurnal Mahasiswa Akuntansi Samudra 3(2).
Ernawati, Diah. 2019. “Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung.” JWM (Jurnal Wawasan Manajemen) 7(1): 17.
Familiar, Kukuh, and Ida Maftukhah. 2015. “Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan.” Management Analysis Journal 4(4).
Grifin, Jill. 2015. Customer Loyalty Menumbuhkan Da Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.
Ibrahim, Malik, and Sitti Marijam Thawil. 2019. “Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen.” Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 4(1).
Irfan, Mochamad, and Mila Hariani. 2022. “Role of Product Quality, Price and Product Innovation to Increase Customer Loyalty.” International Journal of Service Science, Management, Engineering, and Technology 1(1): 6–11.
Kotler, and Amstrong. 2010. Prinsip-Prinsip Pemasaran. Jakarta: Erlangga.
Kotler, and Lane Kevin Keller. 2009. Manajemen Pemasaran. 13th ed. Jakarta: Erlangga.
Lawrance, Nodia Lasafarila, I Made Suardana, and Ulfiyani Asdiansyuri. 2022. “Pengaruh Lokasi, Harga, Promosi Dan Kualitas Produk Terhadap Loyalitas Pelanggan Kopi Pada Kopi Living Mataram.” Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis 1(3).
M., Margareth Aliatul, N. Rachma, and Mohammad Rizal. 2020. “Pengaruh Harga, Inovasi Produk Dan Kualitas Produk Terhadap Loyalitas Pelanggan (Study Kasus Pada Konsumen Toko Handmadeshoesby Cabang Malang).” Jurnal Riset Manajemen.
Mukmin, Pembibing I Hasan, M Ag, and Pembibing I Fitri Yanti. 2023. “Oleh : R . Lian Nando Pratama Masyarakat Islam Program Pascasarjana ( Pps ) Universitas Islam Negeri Raden Intan Lampung.”
Nopriani, Yesi. 2017. “Pengaruh Kualitas Produk, Brand Image Telkomsel Terhadap Loyalitas Pelanggan Dengan Kepuasan Sebagai Variabel Moderating (Studi Pada Mahasiswa/I Fakultas Ekonomi Dan Bisnis Islam Uin Raden Fatah Palembang).” Analisis Standar Pelayanan Minimal Pada Instalasi Rawat Jalan di RSUD Kota Semarang 3.
Onsardi, O., Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact Of Service Marketing On Student Decisions. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 7(2), 234-254.
Ottenbacher, Michael, and Juergen Gnoth. 2005. “How to Develop Successful Hospitality Innovation.” Cornell Hotel and Restaurant Administration Quarterly 46(2).
Pramudita, Dewa Tegar et al. 2022. “Determinasi Kepuasan Pelanggan Dan Loyalitas Pelanggan: Harga Dan Kualitas Produk (Literature Review Manajemen Pemasaran).” Jurnal Manajemen Pendidikan Dan Ilmu Sosial 3(1): 424–36. https://www.dinastirev.org/JMPIS/article/view/887.
Rachmawati, R, and B Suryowati. 2017. “Analisis Ekuitas Merk Dan Loyalitas Pelanggan Wardah Kosmetik.” Seminar Ekonomi dan Bisnis 1(1).
Sabaru, Winddy Chindiawaty, Rudy S Wenas, and Yunita Mandagie. 2022. “Pengaruh Kualitas Produk, Harga Dan Inovasi Produk Terhadap Loyalitas Konsumen Smartphone Vivo (Pada Mahasiswa Universitas Sam Ratulangi Manado).” Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 10(3).
Sapitri, L., & Onsardi, O. (2021). The Effect of Brand Image and Product Quality toward Wardah Cosmetics Consumers’ Loyalty as A Study on Students Management Study Program, Faculty of Econom ics and Business, Muhammadiyah University of Bengkulu. Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review, 1(2), 139-146.
Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. (Jmmib) Jurnal Manajemen Modal Insani Dan Bisnis, 1(1).
Shane, Scott A., and Karl T. Ulrich. 2004. “Technological Innovation, Product Development, and Entrepreneurship in Management Science.” Management Science 50(2).
Sugiyono. 2005. Memahami Penelitian Kualitatif. Bandung: CV. Alfabeta.
———. 2013. Metode Penelitian Kuantitatif, Kualitatif Dan R & D. Bandung: Alfabeta. CV.
Telkomsel. 2022. “Laporan Tahunan 2022.” https://www.telkomsel.com/about-us (July 10, 2023).
Tjiptono, and Chandra. 2019. Pemasaran Jasa. Yogyakarta: Andy.
Tjiptono, Fandi. 2015. Strategi Pemasaran. 4th ed. Yogyakarta: Andy.
Ulfah, Wardah Naili, And Wawan Dhewanto. 2015. “Model In Generating Social Innovation Process: Case Study In Indonesian Community-Based Entrepreneurship.” International Business Management 9(1).
Widnyani, Ni Made, Vitalia Carla Rettobjaan, A A Ngurah, And Bagus Aristayudha. 2020. “Pengaruh Harga, Promosi Dan Inovasi Terhadap Loyalitas Pelanggan Gojek (Studi Kasus Pada Universitas Bali Internasional).” Jurnal Ilmiah Manajemen Dan Bisnis 5(2): 90. Http://Journal.Undiknas.Ac.Id/Index.Php/Manajemen/Article/View/2792.
Winarno, Slamet Heri, Bryan Givan, And Yudhistira Yudhistira. 2018. “Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Pelanggan Indosat Im3 Ooredoo.” Jesya (Jurnal Ekonomi & Ekonomi Syariah) 1(2).
Downloads
Published
Issue
Section
License
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.