Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan Kartu Simpati (Survey pada Pengguna Kartu Simpati di Kota Surakarta)

The dynamics of the business competition in the telecommunications sector are getting tougher, so cellular operators are competing to create business strategies in order to achieve customer loyalty. This aims to determine the effect of service quality, satisfaction and brand image on customer loyalty. The population in this study were consumers of users of the Simpati card in Surakarta. The sampling technique used was accidental sampling with a sample of 100 respondents. Methods of collecting data using a questionnaire. The analysis used in this study is a research instrument test, classic assumption test, multiple linear regression analysis test, t test, F test and coefficient of determination (R2). The results obtained from this study are service quality has a positive and significant effect on customer loyalty. Satisfaction has a positive and significant effect on customer loyalty. Brand image has a positive and significant effect on customer loyalty