Analysis of the Effect of Customer Experience, Service Quality, and Price Perception on Customer Retention with Customer Satisfaction as a Mediation Variable (Study on Indihome Customers at PT Telkom Witel Sulut)
DOI:
https://doi.org/10.31150/ajebm.v5i1.708Keywords:
Customer Experience, Service Quality, Price Perception, Customer Satisfaction, Customer RetentionAbstract
The Purpose of this study is to analyze the effect of Customer Experience, Service Quality, and Price Perception on Customer retention with Customer Satisfaction as mediation Variable for IndiHome's Customers of PT Telkom Witel Sulut. The population of this research totally 2509 Customer with 2 months unpaid billing of IndiHome on term July and August 2021, and sampling was carried out based on Slovin's Formula total 359 respondents fill the questionnaire. The Research data were analyzed using PLS SEM (Partial Least Square - Structural Equation Modeling) with SmartPLS 3.0.software.
The Result show that Customer Experience, Service Quality and Price Perception had direct effect on Customer Satisfaction but did not directly influence Customer Retention. Customer Experience, Service Quality and Price Perception affect Customer Retention through Customer Satisfaction with full mediation.
PT Telkom Witel Sulut through IndiHome as the product already given the best Customer Experience, Service Quality and offering the best price to fulfill customer's need on their perception, however PT Telkom should make a same interpretation with the customer about Satisfaction on IndiHome service so that PT Telkom can improve the retention in the future. And PT Telkom have to find the paint point IndiHome's Customer in the path of Customer Journey to find the best way to give the best solution of it.
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