Putri et al., 254-262 Jurnal SWOT, Volume VIII, No 2, Mei 2018 254 ISSN : 2087-8877 ANALISIS PENGARUH SERVICE QUALITY DAN PERCEIVED VALUE TERHADAP CUSTOMER SATISFACTION DAN IMPLIKASINYA TERHADAP CUSTOMER LOYALTY PADA INDUSTRI TELEKOMUNIKASI DI INDONESIA (STUDI KASUS PELANGGAN XL PRIORITAS PT.XL AXIATA,TBK REGIONAL JAKARTA SELATAN) Rendhita Istimarini Putri, Didik J. Rachbini, dan Endi Rekarti Program Pascasarjana Magister Manajemen Universitas Mercu Buana rendhitaIP@gmail.com; endirekarti@gmail.com Abstract. Indonesian telecommunication industry is getting more competitive with increased of internet and mobile phone penetration. This leads to shifting focus towards customer satisfaction and loyalty. Service quality and perceived value become measurement methods to predict customer satification. This study analyse the correlation of service quality and perceived value on customer satisfaction and loyalty. Data collected from 130 respondents through on-field survey using purposive sampling technique across Jakarta Selatan region and the survey was restricted to XL Axiata subscribers using XL Prioritas. The data obtained from the survey were analysed by Structural Equation Modelling, LISREL 8.80 software. The result shows that there is siginificant and positive correlation between service quality and perceived value to customer satisfaction and between service quality and perceived value to customer loyalty. The perceived value has most impact on both customer satisfaction and customer loyalty and should be seen as key variabel to measure customer satisfaction of services in telecommunications industries. Keywords: Service Quality, Perceived Value, Customer Satisfaction, Customer Loyalty, Telecommunication. Abstrak. Perkembangan industri telekomunikasi di Indonesia semakin kompetitif seiring dengan meningkatnya penggunaan internet dan mobile phone. Dengan persaingan yang semakin kompetitif menjadikan customer satisfaction dan customer loyalty faktor yang penting dalam industri telekomunikasi. Variabel yang dapat digunakan untuk mengukur customer satisfaction adalah service quality dan perceived value. Penelitian ini menganalisis pengaruh service quality dan perceived value terhadap customer satisfaction dan customer loyalty di industri telekomunikasi. Data diperoleh dari 130 responden melalui survey langsung di lapangan dengan menyebarkan kuesioner menggunakan teknik purposive sampling di daerah Jakarta Selatan dan survey dilakukan kepada pelanggan XL Prioritas perusahaan telekomunikasi XL Axiata. Data yang dihasilkan dari survey di analisa menggunakan Structural Equation Modelling, LISREL 8.80 software. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara service quality dan perceived value terhadap customer satisfaction dan antara service quality dan perceived value terhadap customer loyalty. Perceived value merupakan variabel yang berpengaruh paling signifikan terhadap customer satisfaction dan customer loyalty, sehingga harus dilihat sebagai faktor kunci untuk menentukan customer satisfaction pada layanan industri telekomunikasi. Kata Kunci : Service Quality, Perceived Value, Customer Satisfaction, Customer Loyalty, Telekomunikasi. PENDAHULUAN Perkembangan industri telekomunikasi di Indonesia sangat pesat seiring dengan perkembangan teknologi. Berdasarkan data BPS (Badan Pusat Statistik) pertumbuhan sektor telekomunikasi di tahun 2017 yang sebesar 9,81% jauh lebih tinggi dibandingkan dengan