KEPUASAN PELANGGAN DAN NIAT MELANJUTKAN LAYANAN INTERNET: PERAN MODERASI DAYA TARIK ALTERNATIF : Studi Kasus Pada Pelanggan XL Satu

Mirza Fawwaz Maulasena, - and Ratih Hurriyati, - and Mokh. Adib Sultan, - (2025) KEPUASAN PELANGGAN DAN NIAT MELANJUTKAN LAYANAN INTERNET: PERAN MODERASI DAYA TARIK ALTERNATIF : Studi Kasus Pada Pelanggan XL Satu. S2 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan menganalisis pengaruh kepuasan pelanggan serta daya tarik alternatif terhadap minat pelanggan dalam melanjutkan penggunaan layanan internet XL Satu. Penelitian ini bersifat deskriptif dan verifikatif dengan pendekatan explanatory survey. Teknik pengambilan sampel yang digunakan adalah purposive sampling, melibatkan 200 responden. Analisis data dilakukan menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa tingkat kepuasan pelanggan, persepsi terhadap daya tarik alternatif, serta minat melanjutkan layanan internet berada pada kategori cukup tinggi. Secara signifikan, kepuasan pelanggan berpengaruh positif terhadap niat melanjutkan penggunaan layanan. Sementara itu, daya tarik alternatif juga berpengaruh langsung terhadap niat tersebut dan memoderasi hubungan antara kepuasan pelanggan dengan niat melanjutkan layanan. Artinya, meskipun pelanggan puas, keberadaan penyedia layanan alternatif yang lebih menarik dapat menurunkan intensi untuk tetap menggunakan layanan XL Satu. Implikasi dari penelitian ini mengarah pada pentingnya pengelolaan keluhan secara efektif, peningkatan kualitas jaringan, pelayanan pelanggan, serta penciptaan pengalaman pengguna yang lebih baik guna mempertahankan loyalitas pelanggan dan mencegah peralihan ke kompetitor seperti Starlink. This study aims to provide an overview and analyze the influence of customer satisfaction and the attractiveness of alternatives on customers' intention to continue using XL Satu’s internet service. The research adopts a descriptive and verificative approach using an explanatory survey method. The sampling technique employed is purposive sampling with a total of 200 respondents. Data analysis was conducted using the Structural Equation Model (SEM). The findings reveal that the levels of customer satisfaction, perceived attractiveness of alternative providers, and continuance intention are all in the moderately high category. Customer satisfaction significantly influences the intention to continue using the service. Furthermore, the attractiveness of alternatives not only has a direct effect on continuance intention but also moderates the relationship between customer satisfaction and that intention. This indicates that even satisfied customers may be less inclined to remain with XL Satu when they perceive alternative providers to be more appealing. The practical implications of this research highlight the importance of effective complaint management, improved internet network quality, enhanced customer service, and better overall user experience as strategies to maintain customer loyalty and prevent switching to competitors such as Starlink.

	Text T_MM_2308143_Title.pdf Download (554kB)
	Text T_MM_2308143_Chapter1.pdf Download (320kB)
	Text T_MM_2308143_Chapter2.pdf Restricted to Staf Perpustakaan Download (608kB)
	Text T_MM_2308143_Chapter3.pdf Download (658kB)
	Text T_MM_2308143_Chapter4.pdf Restricted to Staf Perpustakaan Download (1MB)
	Text T_MM_2308143_Chapter5.pdf Restricted to Staf Perpustakaan Download (177kB)
	Text T_MM_2308143_Chapter6.pdf Download (71kB)
	Text T_MM_2308143_Appendix.pdf Restricted to Staf Perpustakaan Download (2MB)

Item Type:	Thesis (S2)
Additional Information:	https://scholar.google.com/citations?user=S8AGzW4AAAAJ&hl=en&oi=ao ID SINTA Dosen Pembimbing: Ratih Hurriyati: 5984336 Mokh. Adib Sultan: 6002446
Uncontrolled Keywords:	Kepuasan pelanggan, Daya tarik alternatif, dan Minat melanjutkan layanan internet. Customer satisfaction, Attractiveness of alternative, and Internet service continuance usage intention.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce T Technology > TK Electrical engineering. Electronics Nuclear engineering
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen
Depositing User:	Mirza Fawwaz Maulasena
Date Deposited:	10 Oct 2025 06:38
Last Modified:	10 Oct 2025 06:38
URI:	http://repository.upi.edu/id/eprint/137379

Actions (login required)

View Item