Opim Salim
PPS Magister Manajemen Universitas Sumatera Utara

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ANALISIS PENGARUH EKUITAS MEREK TERHADAP RETENSI PELANGGAN UNTUK PRODUK INDIHOME DI PT. TELKOM INDONESIA WITEL MEDAN Fina Fina; Opim Salim; Sugiharto Pujangkoro
Al-Irsyad: Jurnal Pendidikan dan Konseling Vol 6, No 2 (2016): Edisi Juli-Desember 2016
Publisher : Universitas Islam Negeri Sumatera Utara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/al-irsyad.v6i2.6619

Abstract

Parameters of LIS (Line in Service) customers and sales Indihome the end of 2015 showed symptoms that customers are reluctant to migrate existing services to Indihome. One of the factors that affect customer retention is the brand equity. This study aims to determine the significance of brand equity influence on customer retention. The results showed that the overall contribution of the influence of the independent variables, namely:differentiation, relevance, esteem, and knowledge, are air-alike on the migratory behavior (customer retention) to Indihome was 60.3%. The remainder of the contribution is determined by factors other than the so-called predictor in this study. The study thus shows that both the variable relevance, differentiation, knowledge, and awards have significantlyinfluenced the migration service, with variable relevance seba-gai factors that most influence on customer retention. In connection with the results and discussion of this study, it is expected that their further studies to investigate other indicators (39.7%) affecting existing customers willing to migrate to Indihome. Based on the results of research of thisaddition, the company management needs to formulate strategic policies related variables relevance, differentiation, knowledge, and awards to increase the number of existing customers who are willing to migrate to Indihome.Keywords: Ekuitas Merek, Telkom, Pelanggan.
ANALISIS CHURN PADA JASA BROAD BAND TELEKOMUNIKASI SELULAR DI SUMBAGUT Radius Poniman; Opim Salim; Sri Mulyani
Al-Irsyad: Jurnal Pendidikan dan Konseling Vol 5, No 2 (2015): Edisi Juli-Desember 2015
Publisher : Universitas Islam Negeri Sumatera Utara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/al-irsyad.v5i2.6548

Abstract

Mobile telecommunications have a significant influence in the lives ofmany people around the world. One of the services that are projected will determinethe survival of the organization of the providers of cellular telecommunicationsservices are broadband services. On the other hand, tough competitionin the mobile telecommunications industry in Indonesia has resulted inhigh customer churn rate. Churn is a representation of the consumer switchingbehavior. The switching behavior is partly due to three factors namely consumerdissatisfaction, situational conditions, and Switching Cost. ParametersSimultaneously Attached Users Sumbagut customers Telkomsel data showed adecline in the first quarter of 2014, this parameter as one of the indicators ofchurn. This study aims to determine the significance of these three factorsinfluence the behavior of consumers switching broadband mobile telecommunicationsservices in Sumbagut. The results showed that the overall contributionof the influence of the independent variables of consumer dissatisfaction,situational conditions, and Switching Cost jointly to switch on the consumerbehavior in Sumbagut broadband services amounted to 74.1%. Remaining acontribution of 25.9% is determined by other factors besides predictor containedin this research model. The study then showed that consumer dissatisfactionvariable (β = 1,126) and situational conditions (β = 0948) significantly affectscustomer switching behavior broadband services. Variable Switching Cost nosignificant effect on the behavior of the switch, which is caused by the characteristicsof broadband services that have a low level because of the relationalnature of its services in the form of a 'one-way interaction'. Value Odds Ratioconsumer dissatisfaction is 1,126 and situational conditions of 1012.Keywords: Jasa Broadband, Simultaneously Attached Users, Churn