The Effect Analysis of Quality Service Factors on Customer Loyalty Mediated by Customer Satisfaction in Cable TV Service : A Case Study PT. Subang Vision

Iman  Firmansyah; Zaenudin  Tachyan; Muhamad  Irsyad

Iman Firmansyah Faculty of Engineering, Pasundan University, Bandung
Zaenudin Tachyan Faculty of Businnes and Mnagemen, STIE Kridatama, Bandung
Muhamad Irsyad Faculty of Businnes and Mnagemen, STIE Kridatama,Bandung

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Abstract

This study aims to determine: (1) the effect of service quality on customer loyalty in cable TV services of PT. Subang Vision, (2) the effect of service quality on customer satisfaction and customer loyalty in cable tv services PT. Subang Vision. This research is quantitative research with a survey method. The population in this study are customers who subscribe to cable TV services at PT. Subang Vision. The sampling technique using purposive sampling with 99 people as a sample. Data collection techniques using questionnairesthat have been tested for its validity and reliability. The data analysis technique used in this research to answer the hypotheses is path analysis. The results of this study indicate that: (1) reliability has an indirect effect on customer loyalty. This is showed on the value of direct effect (12.6%), which is smaller than the value mediated by customer satisfaction or indirect effect (23.3%). (2) responsiveness has an indirect effect on customer loyalty. This is showed on the value of direct effect (0.11%), which is smaller than the value mediated by customer satisfaction as an indirect effect (12.2%). (3) assurance has an indirect effect on customer loyalty. This is showed on the value of direct effect (0.77%), which is smaller than the value mediated bycustomer satisfaction as an indirect effect (11.7%). (4) empathy has an indirect effect on customer loyalty. This is showed on the value of direct effect (7.9%), which is smaller than the value mediated by customer satisfaction as an indirect effect (23.3%). (5) tangibility has an indirect effect on customer loyalty. This is showed on the value of direct effect (9.9%), which is smaller than the value mediated by customer satisfaction as an indirect effect (35.2%).