PENGARUH CUSTOMER PERCEIVED VALUE TERHADAP CUSTOMER LOYALTY TELKOMSELFlash DI BANDUNG DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI

ABSTRACT TELKOMSELFlash is a wireless internet service which is first presented in Indonesia as a high speed wireless broadband. The internet service assured that customers get fast, stable, and easy internet usage. In fact, TELKOMSELFlash’s customers feel that its internet access is slow and it has unstable signal or disconnect. The purpose of this research is to understand customer perceived value, customer satisfaction, and customer loyalty of TELKOMSELFlash in Bandung and its influence. This research was conducted using the technique of nonprobability sampling as much as 96 respondents. The questionnaire presented consists of 17 items statement. The data analysis techniques is using descriptive analysis and path analysis. The data collected is treated using SPSS 20 software. On this research, it is found that customer perceived value of TELKOMSELFlash in Bandung is 71,78%, customer satisfaction influence is 67,01% and customer loyalty influence 63,43%. The parsial influence of customer perceived value on customer satisfaction is 69,9%. Influence of customer satisfaction on customer loyalty is 60,1%. Influence of customer perceived value on customer loyalty 67,1%. The influence of customer perceived value and customer satisfaction on customer loyalty simultaneously is 48,4%, the remaining influence by others variabel is 51,6%. After doing this research, the author expects subsequent author to conduct a research about the quality performance of Flashzone and bigger the size of sample to make it more representative. TELKOMSEL is expected to provide fair pricing for TELKOMSELFlash. Key words : Customer perceived value, customer satisfaction, customer loyalty