The Increase of Satisfaction and Loyalty with Antecedents of Trust, Perceived Value, Price for Simpati Card Customers [Peningkatan Kepuasan dan Loyalitas dengan Anteseden Kepercayaan, Nilai Yang Dipersepsikan, Harga pada Pelanggan Kartu Simpati

Abstract

This study aims primarily at increasing Customer Loyalty through Trust, Perceived Value and Price for Simpati card customers in Semarang. Respondents who are the object of research are customers who use Simpati card customer service. Determination of the sample using the Purposive Sampling method obtained a sample of 180 respondents. Data collection uses questionnaires that are filled independently by respondents. The analysis used is the analysis method of Structural Equation Modeling (SEM). The results of this study prove that: Trust, perceived value and price have a positive and significant influence on satisfaction. While Trust, perceived value, price, and satisfaction have a positive impact on customer loyalty. The trust variable is the most effective variable in increasing Sympathy Card Customer Loyalty in the City of Semarang through customer satisfaction compared to the perceived value and price.