THE EFFECT OF SERVICE QUALITY OF MY TELKOMSEL TOWARD CUSTOMERS’ SATISFACTION AND COMPANY
3. RESEARCH METHOD 1 TYPE OF RESEARCH
2.5 THOUGHT FRAMEWORK
Figure 1. Thought Framework 2.6 RESEARCH HYPOTHESIS
Based on this definition, the formulation of the hypothesis in this research is as follows:
H1 There is an effect of electronic service quality on the Telkomsel customers satisfaction.
H2 There is an effect of electronic service quality on company image of Telkomsel H3 There is an effect of electronic service quality on customer loyality of Telkomsel.
H4 There is an effect of customer satisfaction on Telkomsel’s customer loyality.
H5 There is an effect of company image on Telkomsel’s customer loyalty.
H6 Customer satisfaction can mediate the relationship between the quality of electronic services and customer loyalty of Telkomsel.
H7 Company image can mediate the relationship between the quality of electronic services and customer loyalty of Telkomsel.
3. RESEARCH METHOD
The Path Analysis Stages
Figure 2. Path Analysis 1. M1 = a + bX + e1 ………. (Substructural 1) 2. M2 = a + bX + e2 ………. (Substructural 2) 3. Y = a + bX + bM1 + bM2 + e3 ……… (Substructural 3) Remarks:
X = Quality of Electronic Service M1 = Customer Satisfaction
M2 = Company Image
Y = Customer Loyalty
e123 = Error 4. RESEARCH RESULTS
4.1 REGRESSION ANALYSIS OF SUBSTRUCTURE 1
Coefficientsa Model Unstandardized
Coefficients Standardized Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 6.376 1.355 4.704 .000
Quality of Electronic Service
.401 .029 .798 13.751 .000
a. Dependent Variable: Customer Satisfaction
Table 2. t-Test Results of Substructure 1
From the calculation results in Table 2. obtained tcount value of 13,751 is greater than ttable value i.e. (0,05;110) of 1,982 then Ho is rejected and Ha is received that meant there is the effect of electronic service quality on customer satisfaction. This case also refelected from significancy value 0,000 lesser than 0,05.
Model Summary
Model R
R Square
Adjusted R Square
Std. Error of the Estimate
1 .798a .636 .633 2.491
a. Predictors: (Constant), Quality of Electronic Service
Table 3.Coefficient of Determination of (R Square) Substructure 1
The determination coefficient is 0.636, this figure is used to see the effect percentage of electronic service quality on customer satisfaction by calculating R2 x 100%. So it can be said that this number means that the effect of electronic service quality on customer satisfaction is 79.8%, while the remaining 20.2% is influenced by other factors not examined.
ANOVAb
Model Sum of
Squares df Mean
Square F Sig.
1 Regression 1173.541 1 1173.541 189.089 .000a
Residual 670.278 108 6.206
Total 1843.818 109
a. Predictors: (Constant), Electronic Service Quality b. Dependent Variable: Customer Satisfaction
Table 4. F-Test Results of Substructure 1
a. From the results of the SPSS output in column F, it is found that Fcount of 189.089 is greater than Ftable of 3.929, this means that the quality of electronic services has a significant effect on customer satisfaction.
b. Based on the results of the ANOVA analysis of variance calculation, the value of the significance level of the study is 0.000 lesser than the significance level of 5% (0.000 <0.05), this means that electronic services quality has a significant effect on customer satisfaction.
4.2 REGRESSION ANALYSIS OF SUBSTRUCTURE 2
Coefficientsa Model
B
Unstandardized
Coefficients Standardized Coefficients
t Sig.
Std.
Error Beta
1 (Constant) 1.893 .893 2.119 .036
Quality of Electronic Service
.387 .019 .889 20.158 .000
a. Dependent Variable: Company Image
Table 5. T-Test Results of Substructure 2
From the calculation results in Table 5. Obtained tcount value of 20,158 greater than ttable value i.e. (0,05;110) of 1,982 then Ho is rejected and Ha is received that meant there is effect of electronic service quality on company image.
This case also reflected of significancy value 0,000 lesser than 0,05.
Model Summary
Model R R
Square Adjusted R
Square Std. Error of the Estimate
1 .889a .790 .788 1.642
a. Predictors: (Constant), Electronic Service Quality
Table 6. Coefficient of Determination (R Square) of Substructure 2
The determination coefficient is 0.790, this figure is used to see the influence percentage of electronic service quality on company image by calculating R2 x 100%. So it can be said that this figure means that the contribution of the effect of electronic service quality to the company’s image is 79%, while the remaining 21% is influenced by other factors not examined.
ANOVAb
Model Sum of
Squares df Mean
Square F Sig.
1 Regression 1094.939 1 1094.939 406.335 .000a
Residual 291.024 108 2.695
Total 1385.964 109
a. Predictors: (Constant), Electronic Service Quality b. Dependent Variable: Company Image
Table 7. F-Test Result of Substructure 2
a. From output SPSS results in F coloumn obtained Fcount of 406,335 the value is much bigger than Ftable 3,929 this case meant Electronic Service Quality influencing significantly on company image.
b. The research significance level value of 0.000 is lesser than the significance level of 5% (0.000 <0.05), this means that the quality of electronic services has a significant effect on company image.
4.3 REGRESSION ANALYSIS OF SUBSTRUCTURE 3
Coefficientsa Model
B
Unstandardized
Coefficients Standardized Coefficients
t Sig.
Std.
Error Beta
1 (Constant) 1.280 1.525 .839 .403
Electronic Service Quality
.240 .069 .408 3.457 .001
Customer
Satisfaction .221 .102 .189 2.159 .033
Company
Image .410 .155 .304 2.638 .010
a. Dependent Variable: Customer Loyality
Table 8. T-test Results of Substructure 3
a. From the calculation results in Table 8. obtained tcount value of 3,457 greater than ttable i,e t(0,05;110) of 1,982 then Ho is rejected and Ha is received meaning that there is effect of Electronic Service Quality on customer loyality.
This case also seen from significancy value of 0,001 is lesser than 0,05.
b. From the calculation results in Table 8. obtained tcount value of 2,159 greater than ttable value (0,05;110) of 1,982 then Ho is rejected and Ha is received meaning that there is significant effect of customer satisfaction on customer loyality. This case also seen from nilai significancy value of 0,033 is lesser than 0,05.
c. From the calculation results in Table 8. obtained tcount value 2,638 is bigger than ttable value of (0,05;110) of 1,982 then Ho is rejected dan Ha is received than mean there is significant effect of company image on customer loyality. This case also seen from significant value of 0,010 lesser than 0,05.
Model Summaryb Model R R Square Adjusted R
Square Std. Error of the Estimate
1 .853a .728 .720 2.546
a. Predictors: (Constant), Company Image, Customer Satisfaction, Electronic Service Quality
b. Dependent Variable: Customer Loyalty
Table 9. Determination coefficient (R Square) of Substructure 3
The amount of determination coefficient using Adjusted R Square because the number of independent variables is more than two, with a value of 0.720, this figure is used to see the percentage of the effect of electronic service quality, customer satisfaction and company image on customer loyalty. So it can be said that this number means that the effect of electronic service quality, customer satisfaction and company image simultaneously on customer loyalty is 72%, while the remaining 28% is influenced by other factors not examined.
ANOVAb
Model Sum of
Squares df Mean
Square F Sig.
1 Regression 1838.116 3 612.705 94.509 .000a
Residual 687.202 106 6.483
Total 2525.318 109
a. Predictors: (Constant), Company Image, Customer Satisfaction, Electronic Service Quality
b. Dependent Variable: Customer Loyalty
Table 10. F-test Results of Substructure 3
a. From the output SPSS results in F column obtained Fcount of 94,509 the valued is greater than Ftable value of 2,69 this case mean that eelectronic service quality, customer satisfaction and company image mutually effecting on customer loyalty.
b. Based on calculation results of analysis of variance ANOVA, research significance level value of 0.000 is smaller than the significance level of 5% (0.000 <0.05), this means that the quality of electronic services, customer satisfaction and company image collectively have an effect on customer loyalty.
A summary of all tests for the effect between exogenous and endogenous variables is presented in the following table:
Variable Effect Estimation Probability Remarks Endogenous : Customer satisfaction
Electronic
Service Quality 0,798 0,000 Significant Endogen : Company Image
Electronic
Service Quality 0,889 0,000 Significant Endogenous : Customer Loyalty
Electronic
Service Quality 0,408 0,001 Significant Customer
Satisfaction 0,189 0,033 Significant Company
Image 0,304 0,010 Significant
Table 11. Testing Results of Exogenous and Endogenous Effects 4.4 RESEARCH DISCUSSION
Based on the research results and the description above, the following will be discussed:
Effect of electronic service quality on customer satisfaction
Based on the test results obtained electronic service quality of 0.798 with a significant value of 0.000 < 0.05, which indicates that the quality of electronic services has a significant positive effect on customer satisfaction.
The quality of electronic service is how high a website’s ability to provide an effective and efficient shopping experience, payment, and delivery services (Zeithaml et al., 2013: 115). The electronic services quality that can meet customer wants and needs can affect customer satisfaction.
The results of this research support the research conducted by Shafiq et al. (2019), Al-Dweeri et al. (2017), Sundaram et al. (2017), which shows that the electronic services quality has an effect on customer satisfaction.
Effect of Electronic Service Quality on company image
Based on the test results obtained electronic service quality of 0.889 with a significant value of 0.000 <0.05, which indicates that the electronic services quality has a significant positive effect on company image.
According to Kasali (2009: 30) company image is a reflection of an organization or company identity, in a company that is able to have several different images in the eyes of the public. The electronic services quality that can meet customer wants and needs can affect the company’s image.
The results of this research support the research conducted by Darmawan (2018), Ashraf et al. (2018), Anzie and Arifin (2017) who show that the quality of electronic services has an effect on company image.
Effect of electronic service quality on customer loyalty.
Based on the test results obtained electronic service quality of 0.408 with a significant value of 0.001 < 0.05, which indicates that the electronic services quality has a significant effect on customer loyalty.
If the service received or felt is in accordance with what is expected, then the service quality is perceived as good and satisfying by the customer. It can be concluded that the service quality depends on the ability of service providers to meet the expectations of the community (service recipients) consistently.
Results of this research support the research conducted by Sundaram et al. (2017), Al-Dweeri et al. (2017), Susanto and Subayyo (2019), Anzie and Arifin (2017), Darmawan et al. (2017), Wibowo et al. (2018) which states that the quality of electronic services affects customer loyalty.
Effect of Customer satisfaction on Customer loyalty
Based on the test results, it was found that customer satisfaction was 0.189 with a significant value of 0.033 <
0.05, which indicates that customer satisfaction has a significant effect on customer loyalty.
Customer satisfaction that has been properly fulfilled by a company can create an emotional attachment to the company so that any products and services offered by a company will be in demand by loyal customers. It can be said that customer satisfaction affects customer loyalty.
This is consistent with research conducted by Al-Dweeri et al. (2017), Susanto and Subayyo (2019), Darmawan et
al. (2018), Anzie and Arifin (2017) which state that customer satisfaction affects customer loyalty.
The effect of company image on customer loyalty
Based on the test results, it is obtained that the company image is 0.304 with a significant value of 0.010 < 0.05, which indicates that the company image has a significant effect on customer loyalty.
The existence of a corporate image comes from experiences or corporate communication efforts on the basis of company sustainability and profit. If the company image is considered good by community and is embedded in the memory of consumers, it can affect the increase in customer loyalty.
This is consistent with research conducted by Darmawan et al. (2017), Ashraf et al. (2018), Anzie and Arifin (2017) which state that company image affects customer loyalty.
Effect of Electronic Service Quality on Customer loyality is mediated by Customer satisfaction.
Based on the test results, it was found that the electronic services quality on direct customer satisfaction was 0.798 and customer satisfaction on customer loyalty was 0.189, so that the value of 0.798 x 0.189 = 0.151 was obtained. This means that customer satisfaction can mediate the influence between electronic service quality and customer loyalty.
Effect of Electronic Service Quality on Customer loyality is mediated by Company image
Based on the test results, it is obtained that the electronic services quality on the company image directly is 0.889 and the company image on customer loyalty is 0.304, so that the value of 0.889 x 0.304 = 0.243 is obtained. This means that the company image can mediate the effect between electronic service quality and customer loyalty.
5. CONCLUSION AND SUGGESTION