PENGARUH KEPUASAN KONSUMEN TERHADAP LOYALITAS MEREK PADA PENGGUNA KARTU PRA-BAYAR SIMPATI (Studi kasus pada Mahasiswa Universitas Negeri Jakarta)

Endri Kuswanto, 2019, 8223164194, Title of Scientific Work "Effect of Consumer Satisfaction on Brand Loyalty of Prepaid Sympathy Cards (Case Study at Universitas Negeri Jakarta Students)". Marketing Management Study Program. Faculty of Economics. Universitas Negeri Jakarta. Given the growing progress of mobile telecommunications technology in the era of globalization as it is today, causing the emergence of many different types of operators. The large number of operators that have emerged has led to intense competition among cellular operators in attracting consumers to be interested in using their products. One form of business that can be done is to increase customer satisfaction in order to obtain loyal consumers. This type of research is descriptive research, with the aim to see the effect of consumer satisfaction on the brand sympathy Simpati card loyalty. The research subjects were students of the Universitas Negeri Jakarta (UNJ). The sampling technique uses purposive sampling and the number of subjects is 100 students from the Universitas Negeri Jakarta. Data analysis used simple linear regression analysis. From the results of this study it can be seen that the variable customer satisfaction affects the brand loyalty variable. This is indicated by the R square value of 0.683 (68.3%), while the remaining 0.317 (31.7%) is influenced by other factors. In this study, it is known that consumer satisfaction has a positive and significant influence on brand loyalty. Thus, the results of this study are relevant and at the same time support the theory of brand loyalty. Keywords: Consumer Satisfaction and Brand Loyalty