ANALISIS PENERAPAN VALUE BASED MARKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN KARTU SIMPATI TELKOMSEL REGIONAL JABOTABEK

Today, the telecommunications industry has developed into a very large industry, dynamic and has a very high growth rates both in number and size of customers' existing markets. For society, the need for affordable telecommunications services and quality of life has become a very important requirement. For that reason, Telkomsel as one of the largest telecommunication companies in Indonesia should be able to create more value on their products and services which are provided to its customers to create customer satisfaction and loyalty. Thus, the goal of sustainability profit can be created. The research was done using descriptive analysis method with quantitative approach. Primary data obtained through the deployment of a questionnaire with 400 respondents in the sample. After the questionnaires were selected, finally filtered as much as 278 questionnaires that can be processed and subsequently became the basis of calculation in this study. Questionnaires were analyzed to determine the level of value, satisfaction, and customer loyalty. The results of this study indicate that the respondents' assessment of the dependent variable (Value Based Marketing) which is based on communication mix elements on High Involvement Decision, Functional Value, Emotional Value and Cost Value can be categorized as high. Furthermore, respondents' assessment of the Interverning variables (Customer Satisfaction) can also be categorized as high. Similarly, respondents' assessment of the independent variables (Customer Loyalty) can be categorized as high. Based on regression analysis, it is known that the independent variable (Value Based Marketing) does not have a significant effect on the dependent variable (Customer Loyalty). At the same time, intervening variable (Customer Satisfaction) acts as a full mediation, where the variables have a significant effect on the dependent variable (Customer Loyalty). Thus, it can be concluded that Telkomsel should not only focus on creating value of their products and services, but collectively both also have to focus on improving services for the creation of customer satisfaction, so as to create customer loyalty as well. For further research, it is expected to analyze using other factors to build customer loyalty so we can get a more comprehensive research results