The Influence of Service Quality on Customer Satisfaction and Its Impact
on Repurchase Interests in Telkomcell Products in Timor Leste
Carlos Soares Ribeiro, Lic.Eco., MM
Email and Blog: tomejomadio@gmail.com
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Independent Researcher / Universidade da Paz – Timor-Leste
Abstract
Telkomcel's
customers started to complain and lost their trust and their customers got
worse and worse. In order to take back the customer's trust, Telkomcel
implemented two main strategies, namely the Push Strategy and the Pull Strategy
in its marketing activities. This study aims to provide an overview of Specific
Service Quality in three dimensions, namely Tangible, Empathy and Assurance,
Customer Satisfaction and Repurchase Intention at Telkomcel Timor Leste, and to
determine the effect of service quality on Repurchase Intention with customer
satisfaction interventions at Telkomcel East Timor. Based on the results of
distributing questionnaires to 200 people at several universities in Timor
Leste such as UNTL (Timor Loro Sae National University), UNPAZ (Universidade Da
Paz), UNITAL (Universidade de Oriental) and DIT (Dili Institute of Business)
ISC (Institut Unggul Cristal) 200 students, lecturers and administrative staff
on campus randomly using a Likert scale and non-probability sampling techniques
and purposive sampling. SEM (Structural Equation Modeling) data analysis
technique, with the help of SmartPLS 3.0 software.
Keywords
Tangible, Empathy, Assurance, Customer Satisfaction,
Repurchase Intention, Telecommunications Industry, Telecommunications Timor
Leste
I. Introduction
Telkomcel as one of the operators that competes in the
Timor-Leste telecommunications market, coupled with the Pandemic, of course
requires Telkomcel to change its marketing strategy. In 2020, Telkomcel will
still focus on the needs of existing customers and will also continue to try to
increase the customer base (Telkomcel, 2020 and 2021). However, from the other
side, Telkomcel is also facing a pandemic, and the Timor Leste government has
launched a new regulation regarding frequencies in Timor Leste, in 2021 which
is a critical year, because there is a reduction in several frequencies because
it is considered that there is no license yet. With this situation giving a
significant impact on Telkomcel, customers start complaining and losing trust
and customers are getting lower and lower, to take back the trust of customers,
Telkomcel applies two main strategies, namely Push Strategy and Pull Strategy
in marketing activities, as follows:
According to (Kotler, 1997) Repurchase Intention is a
psychological aspect that has a considerable influence on the attitude and
behavior of repeat buyers as well as a source of motivation that will direct
someone to do what they do from the other side (Rahardjo and Magnadi 2016).
Repeat is customer behavior after purchase which was previously based on
satisfaction with the product. If the customer is satisfied then he will show a
higher buying opportunity in the next opportunity.
This is supported by research (Bernarto, 2019) that
satisfaction has a positive effect on repurchase intention. If Satisfaction is
getting better, it will have an impact on increasing Repurchase Intention. then
the results of research from Hill et al. (2007); Reichheld and Sasser (1990);
Shahrokh et al. (2013); Tsai et al. (2006); Zhou et al. (2009) which states
that customers who are satisfied with a service or product obtained or
perceived will have a high tendency to continue their relationship with a company
that provides such satisfaction compared to those who have a low level of
satisfaction.
To induce repurchasing behavior it must be supported by a
physical (tangible) product which from these conditions will lead to customer
satisfaction and at the same time motivate them to repurchase the product. This
is supported by research (Halima Tussaadia Ternate, 2020) that tangible,
Empathy, and Asurane has a positive effect on Repurchase Intention in the
coffee house business, so on
Consumer satisfaction is an emotional reaction to experiences
related to the specific goods or services purchased, the retail establishment,
or even patterns of behavior (such as buying behavior and shopping behavior),
as well as the market as a whole. The cognitive evacuation process that
compares perceptions (or beliefs) about certain things, activities, or
situations with personal values causes emotional reactions (or needs, wants,
and desires). "Customer satisfaction is a person's feeling of pleasure or
disappointment that occurs after comparing the perceived performance (outcome)
of a product with his expectations
According to Kotler & Keller, (2009) that satisfaction is
a person's feeling of pleasure or disappointment that arises after comparing
the performance or results of a product that is thought of against the expected
performance or results. If performance falls below expectations, the consumer
is dissatisfied. If performance exceeds expectations, consumers will be very
happy or satisfied. These consumer expectations can be known from their own
experiences when using the product, the words of other people, and the
advertising information promised by the company that produced the product.
(Nasruddin, 2023)(“Jurnal_Nasruddin.Pdf,” nd)
According to Rangkuti (2018) consumer satisfaction is defined
as the consumer's response to the discrepancy between the previous level of
importance and the actual performance he feels after use. Whereas Kotler in
Hamdani (2017) consumer satisfaction is the level of feeling where a person
states the results of a comparison of product performance received and
expected. Engel et al in Priyambodo et al., (2012) revealed that consumer
satisfaction is an after-purchase evaluation in which the selected alternative
at least produces results (outcomes) that equal or exceed consumer
expectations, while dissatisfaction arises when the results obtained do not
meet consumer expectations. From the understanding -understanding above, it can
be concluded that consumer satisfaction is the difference in the gap between
expectations before purchase and the performance or results felt after
purchase. (Nasruddin, 2023)
Physical evidence (Tangible) is an ability in a product or
company to provide excellent service to all customers in a concrete way. In the
sense that the quality of the product can be felt in real terms by customers,
not hallucinations, then (in Tjiptono & Chandra 2016, p.163) indicators of
the tangible dimension are modern equipment, facilities that have visual
appeal, employees who look neat and professional , Materials related to
services that have visual appeal. (Tjiptono, 2016)
Empathy is as a person's ability to understand targets or
thoughts and feelings, see situations from other people's perspectives, this is
the ability to know other people's wishes in certain conditions and situations.
The results of the respondents' answers show that a sense of empathy from
administrative staff such as the intention to serve the interests of students,
a friendly attitude, non-discrimination and respect for students, will
significantly increase student satisfaction. For this reason, it is necessary
to increase student service activities with a greater focus on the service side
(Setiawan, 2021)
According to Hamzyah (Empathy), namely giving sincere and
individual or personal attention given to customers by trying to understand
consumer desires. Every company is expected to have understanding and knowledge
about customers, understand customer specific needs, and have a comfortable
operating time for customers (Hamzyah, 2019).
Assurance or Guarantee is the knowledge, courtesy and ability
of company employees to foster customer trust in the company. According to
Parasuraman in Lupiyoadi (2001) Assurance is the knowledge, manners and ability
of company employees to foster customer trust in the company. Consists of
components including communication, credibility, security, competence, and
courtesy, while
According to Tjiptono (2007) Assurance includes knowledge,
competence, courtesy and trustworthiness possessed by employees, free from
danger of risk or doubt. (Rahardjo, 2016) Researchers reviewing the ideas above
can conclude that the better the knowledge, courtesy of employees, and their
trustworthy nature so that customers are free from risk, it will further
increase customer satisfaction because Assurance reflects company competence,
friendliness, courtesy to customers and its operation safety
In this study, researchers only focused on three dimensions,
namely Tangible, Empathy and Assurance, but we know that there were several
researchers before using four dimensions and the results were significant, such
as research conducted by (Hamzyah) that: (1) Tangible variables have a positive
(6.757) and significant (0.000) effect on customer satisfaction or it can be
said that tangible has a positive and significant effect on customer
satisfaction.(2) The variable empathy has a positive (3.295) and significant
(0.001) effect on customer satisfaction or it can be said that empathy has a
positive and significant effect on customer satisfaction. (3) The variable that
has the dominant influence on customer satisfaction is tangible (X2), this is
obtained from the beta value based on standardized coefficients, namely 0.523
or 52.3% compared to other variables with the required significance.
However, the results of this research were carried out at one
of the PT. PLN (Persero) in Enrekang Regency, the researcher wants to try to
conduct research in the telecommunications sector, namely the Telkomcel
Timorleste Company. Reliability of assurance (Assurance), empathy (Empathy),
and tangibles (Tangibles). One of the strategies that Telkomcel can use to
maintain its position in the Timor Leste telecommunications market, is because
researchers observe market situations and conditions in Timor Leste. Therefore
to find out how much influence the three dimensions, namely Tangible Empathy
and Assurance have on (Customer Satisfaction) and (Repurchase Intention)
Of all the dimensions of service quality, all have a positive
effect on satisfaction. However, of all the variables, only empathy has a
positive and significant effect on satisfaction. It can be interpreted that
empathy in serving students such as a friendly attitude and respect for
administrative staff in serving students will contribute to student
satisfaction so that it increases significantly. Furthermore, student
satisfaction which increases significantly for the attention and service
provided by administrative staff will contribute significantly to student
intentions to do word of mouth.
The desires of consumers are always changing. Entrepreneurs
are required to conduct a survey to find out what kind of product strategy
should be used to develop products that can be accepted by consumers. A new
product development strategy must be made that is able to survive and compete
with competitors' product types, so that the company can achieve its goals
Based on his scientific study, Zungu & Mason (2019) said
that product development is not only important for the success of the product
but also is the key to determining the success of the company. The steps used
in product development are searching for and finding development ideas from
various sources after that think about the company's ability to carry out this
development, if the company feels capable then predict customer demand as the
key to the success of this development. Carry out the development process
within the company (functional specifications) then carry out production of the
product (product specifications). After that, review the design, carry out
market tests, as well as market introductions, and finally carry out periodic
evaluations for the product development process that is accepted by customers.
(Layla Hafni, 2020)
Of all the activities carried out by a company, it will
ultimately lead to the value that will be given by customers regarding
perceived satisfaction. The definition of consumer satisfaction varies widely
and will provide a broader understanding, while some experts define customer
satisfaction as follows: According to Kotler in (Ang et al., 2012),
satisfaction is the level of feeling at which a person states the results of a
comparison of product (service) performance) is accepted and expected. According
to Chandra, Hafni, Chandra, et al. (2019) states that consumer satisfaction or
dissatisfaction is the consumer's response to the evaluation of the perceived
discrepancy/disconfirmation between previous expectations (or other performance
norms) and the product's actual performance that is felt after its use
(Stefani, 2020).
II.
METHODS
This
study used a cross-sectional approach to determine the timing and frequency of
data collection and processing. When data is collected at one time, processed,
evaluated, and conclusions drawn, this is called using a cross-sectional
technique (Indrawti, 2015: 18). The population in this study were students and
lecturers and staff at 10 campuses such as UNTL, UNPAZ, UNDIL, UNITAL, UCTL,
IOB, CRISTAL, ICS, DIT, and ISJB in Timor Leste. This population is estimated
at 17,621 people. (Indrawati 2015: 164), the sample is people from the
population selected to participate in the research, namely from several
campuses so far Telkom has divided student SimCards either to be observed,
treated, or surveyed about what is being investigated. The method used in this
study is a stratified random sampling approach, meaning that individuals from
the population do not have the same opportunity to be selected as a sample,
regardless of that the researcher chooses several students to be representative
and the researcher uses a 5% margin of error whether they have a chance the
same or not. Meanwhile, the sample strategy for this study was stratified
random sampling. (According to Sugiyono (2010) proportionate stratified random
sampling is a technique used when the population has members/elements that are
not homogeneous and stratified proportionally. The population of this study is
modified based on the number of subscribers or users of the Estudant Telkomcel
simcar, namely students and / I and lecturers and staff at 10 campuses in Timor
Leste who are using the Telkomcel SIMCARD for the first time, therefore
researchers assess the number of samples in this study to be 200 people, using
the slovin formula as follows: n=N/ (1+N e^2) Where: n = Number of Samples N =
Total Population e = 7% fault tolerance limit n=17.621/ (1+ 17.621 x 0.0049)
=17.621/ (1+86.3429)=17.621/87.3429 = 201.7451 rounded up to 201 Based on the
results of calculations using the slovin formula, the minimum sample for this
study is 201 respondents. Respondents to this study were people who had used
Telkomcel products at least once, and to reduce errors in filling out this
questionnaire, the researchers rounded up the number of respondents to 201
respondents.
RESULTS
Validity
test
Questionnaire
question items are measuring instruments (tools) that can test what the
research objectives are, so all statements in a questionnaire are required to
measure their validity. Validity indicates the extent to which a measuring
instrument can measure something that has been determined, so that the greater
the validity of a measuring instrument, the more likely the measuring
instrument will fulfill its purpose or be more oriented to what it should
measure (Indawati 2015: 146) . Validity Convergent Test Results
Table
1. Convergent Validity Test Results
Source:
Primary data processed in 2022 From the data table 1 above,
it
can be seen that the overall value of the loading factor shows more than >
0.7 so that all of the research variables are declared valid and can be
continued in other research analyses
Discriminant
Test Results
Based on the Research Objectives and Methodology Chapter,
the initial PLS model in this case is as follows:
Figure 1PLS Initial Model or PLS Stage
Based on Figure 4.3.1 above, there are 2 models in this
structural model, namely: 1. The influence model of X1, X2, X3 on Y1. So Y1 as
endogenous latent variable, while X1, X2, X3 as exogenous latent variable. 2.
The influence model of X1, X2, X3 and Y1 on Y2. So Y2 as endogenous latent
variable, while X1, X2, X3 and Z as exogenous latent variables. The constructs
or latent variables in this structural equation include: X1, X2, X3, Y1 and Y2.
Each of these latent variables has indicators or manifest variables in it.
Based on the PLS concept above, the results of the outer model analysis on your
data are as follows: The results of the analysis are as follows:
Figure 2PLS Initial Model or PLS Stage
Table 2. Outer Loading
Source: SmartPLS Processing Data
Version 3
The
discriminant test results in table 2 present the results of the cross-loading
calculation, which shows that the cross-loading value of each indicator in the
service assurance variable is above the cross-loading value of the other
variables. All values above the threshold are 0.7 so that the research
instrument is said to be discriminantly valid. The results of obtaining
Customer Satisfaction values are greater than 0.7 so that the research
instrument is said to be discriminantly valid. Whereas the Repurchase Intention
variable indicator is above the cross-loading value of the other variables. The
results of the acquisition of the Repurchase Intention value above are greater
than 0.7 so that the research instrument is said to be discriminantly valid.
Reliability Test Reliability is defined as something related to the level of
trust, reliability, consistency, or stability of the results of one
measurement.
Reliability is
one of the characteristics that a good measuring instrument theoretically has a
reliability coefficient between -1 to +1, but a coefficient that is less than
zero (0) is meaningless because the interpretation of reliability always refers
to a positive coefficient (Indawati, 2015:155).
Table 1Composite Reliability and
Cronbach's Alpha Values
Source: Data Processing SmartPLS
Version 3 Average Variance Extracted
Based on the
test results in table 3 the composite reliability value of the Assurance
variable was 0.895 with a Cronbach's Alpha value of 0.843. On the variable
Customer Satisfaction, a composite reliability value of 0.911 was obtained with
a Cronbach's Alpha value of 0.870. on the Empathy variable, a composite
reliability value of 0.880 was obtained with a Cronbach's Alpha value of 0.819.
The Repurchase Intention Variable obtained a composite reliability value of
0.913 with a Cronbach's Alpha value of 0.872. the Tangible variable obtained a
composite reliability value of 0.920 with a Cronbach's Alpha value of 0.883.
So it can be
interpreted that all the variables above are said to be reliable because the
composite reliability is greater than 0.7 and Conbach's alpha is above 0.6, so
the questionnaire can produce stable or constant measuring results. From table
4.2.3 above, all variables with reflective indicators have an AVE (Average
Variance Extracted) value of more than 0.5. It can be said that all of these
variables are valid. Perceived risk and perceived benefit variables do not use
the AVE measure because they are formative indicator variables.
Discussion of Research
Results Evaluation of the Measurement
Model (Outer Model)
After testing
the outer model that has fulfilled, then testing the inner model (structural
model) is carried out. The inner model can be evaluated by looking at the
r-square (indicator reliability) for the dependent construct and the
t-statistical value of the path coefficient test. The higher the r-square value
means the better the prediction model of the proposed research model. The path
coefficients value indicates the level of significance in hypothesis testing.
Indicator reliability aims to assess whether latent variable measurement
indicators are reliable or not. You do this by evaluating the results of the
outer loading of each indicator. A loading value above 0.7 indicates that the
construct can explain more than 50% of the indicator variance (Wong KK, 2013;
Sarstedt et al., 2017).
Table 4. R-Square Values
Source: SmartPLS Processing Data
Version 3
Based on table
4.3.1. It can be seen that the R-Square of the Customer Satisfaction variable
can be explained by the service quality variables namely Tangible, Empathy,
Assurance of 40.40% and 59.60% influenced by other variables not used in this
study such as Responsiveness, Reliability and the model is classified as
moderate. While the R-Square value of the Repurchase Intention variable is
49.20%. it shows that the Repurchase Intention variable can be explained by
service quality variables namely Tangible, empathy, Assurance of 49.20% and
50.80% influenced by other variables that are not used such as Responsiveness,
Reliability
Therefore, it
refers to the rule of thumb if the value indicates an R-square model of 0.67
(Strong), 0.33 (Moderate) and 0.19 (Weak) (Chin, 1988) so this research model
is classified as moderate. However, the results from Table 4.3.1 show that, the
two variables such as Responsiveness, Reliability have a greater influence on
the affected variables than the factors or dimensions derived from the model
studied.
Table 5. F Square
Source: Taken from Outer Stage data
So based on the table of F Square
values above, the effect size that is small or negligible is the effect of X2
on Y1 and Y2. The large size effect is the effect of X1 on Y1, while the other
effects are moderate.
Table 6. Fornell-Larcker Criteria
Table 6
Fornell-Larcker criteria shows the AVE root value of each construct or
variable. The AVE roots are indicated by numbers marked in yellow in the table.
The AVE root value is then compared with the model's R-square value. It is
known that the R-square model has a value of 0.742. From table 4.17 it can be
seen that the AVE root score for each variable is greater than the R-square
value. Thus, all variables are declared valid and can be used for further
tests. Discriminant validity can also be known from the cross-loading score or
cross validity where the indicator value of a variable to the variable itself
must be greater than the correlation of the indicator to other variables. The cross-loading
score is known from the calculation results using the PLS algorithm technique.
Outer Loading Table 4.2.2 Outer Loading calculation can be seen from the
attachment From the Outer Loading calculation results it is known that the
indicators of all variables are valid. Q-square analysis (Q2) and q2 effect
size
Table 7. Q2 Predictive Relevance
Source: SmartPLS Processing Data
Version 3
Based on table 7 above, it can be seen
that the variability of the Y1 Customer Satisfaction construct is 0.283.
Furthermore, the construct Repurchase Intention Y2 is 0.345. Therefore, it
refers to the rule of thumb chin (1998) if the value of Q 2 > 0 then the
model has predictive relevance so from these results it shows that this model
has predictive relevance.
Path Coefficients
Table 8. Path Coefficients
Source: SmartPLS Processing Data
Version 3
Figure 3Calculated T value from
loading factor and path coefficient
And if what is displayed is the p
value of the loading factor and the path coefficient, it is as follows:
Figure 4the p value of the loading
factor and the path coefficient
The Output Path Coefficient as shown
in the picture above is to see the magnitude of the direct effect (DIRECT
EFFECT) of each independent (exogenous) variable on the dependent
(endogenous) variable.
1.
Tangible and Customer Satisfaction
The magnitude
of the parameter coefficient for the Tangible variable on the Customer Satisfaction
Variable of 0.377 which means there is a Tangible positive influence on
Customer Satisfaction Or it can be interpreted that the better the Tangible
value then Customer Satisfaction will increase. Increase of one tangible unit
will also increase Customer Satisfaction by 37.7%. Based on calculations using
bootstrap or resampling, where the results of the Tangible estimation
coefficient test for Customer Satisfaction bootstrap results are 0.371 with a
t-count value of 4.791 greater than t-table (1.64) then the p-value is 0.000
<0.05 so Accept H1 or which means a direct influence Tangible to Customer
Satisfaction statistically significant or significant. Judging from the
previous research data by Caecilia Soares (2018) that: Tangible has a
significant effect on Customer Satisfaction. Because the resulting t-count
value of 9,004 is greater than t-table (1.64) with a significance level of 95%
and a confidence level of 5%. Based on this analysis it can be concluded that
the tangible variable as a dimension for strengthening service quality at
Telkomcel Timor Leste, from these results shows that the reduction in frequency
has an impact on customer trust decreasing from 95% to 37.7% meaning that the
tangible being studied here is the Student Simcard part of (Mobile Network
Operator (MNO) will have a direct impact on customer satisfaction, especially
students /I in Timor Leste who use Telkomcel Student SimCards
2.
Empathy and Customer Satisfaction
The magnitude of the parameter coefficient for the Empathy variable on
Customer Satisfaction of 0.103 which means there is no positive effect of
Empathy towards Customer Satisfaction. Or it can be interpreted that the
Empathy value is getting worse than Customer Satisfaction will decrease.
Decrease one unit of Empathy will also reduce Customer Satisfaction by 10.03%.
Based on calculations using bootstrap or resampling, where the test results
estimate the Empathy coefficient of Customer Satisfaction bootstrap results are
0.103 with a t-count value of 1.488 smaller t-table (1.64) then the p value is
0.137 > 0.05 so Accept H0 is not significant or does not have a direct
effect on Empathy on Customer Satisfaction is not significant or not
statistically significant. The results of this statistic show that, meaning
this SimCard student, telkomcel distributes it for free and with a data package
of $ 25 per month and free calls to fellow student simcards, so the customer
emapi will be higher and customer satisfaction will also increase automatically
3.
Assurance and Customer Satisfaction
The magnitude of the parameter coefficient for the Assurance variable on
Customer Satisfaction of 0.296 which means there is a positive influence of
Assurance on Customer Satisfaction Or it can be interpreted that the better the
Assurance value then Customer satisfaction will increase. Increase of one unit
of Assurance will also increase Customer Satisfaction by 29.6%. Based on
calculations using bootstrap or resampling, where the results of the Assurance
estimation coefficient test on Customer Satisfaction bootstrap results are
0.296 with a t-count value of 3.946 greater than t-table (1.64) then the p-value
is 0.000 <0.05 so Accept H1 or which means the direct influence of Assurance
to Customer Satisfaction statistically significant or significant. From these
statistical results it proves that Assurance has a significant impact on
Customer Satisfaction , which means that, in the process of distributing SimCadr
students, Telkomcel does this formally, first making an application letter to
the university, and the university answers based on a request from Telkomcel,
and based on data - This student data that Telkomcel distributes this SimCard
is guaranteed not to be published because there are already regulations that
have been implemented by Telkomcel.
4.
Tangible and Repurchase Intentions
The
magnitude of the parameter coefficient for the Tangible variable on Repurchase
Intention of 0.246, which means there is a positive influence on the Tangible
variable on the Repurchase Intention variable. Or it can be interpreted that
the better the Tangible value, the Repurchase Intention will increase. Increase
of one tangible unit will also increase Repurchase Intention by 24.6%. Based on
calculations using bootstrap or resampling, where the results of the Tangible
estimation coefficient test for Repurchase Intention bootstrap results are
0.246 with a t-count value of 3.284 greater than t-table (1.64) then the
p-value is 0.001 <0.05 so Accept H1 or which means a direct influence
Tangible to Repurchase Intention statistically significant or significant.
Based on this analysis it can be concluded that the tangible variable as a
dimension for strengthening service quality at Telkomcel Timor Leste, from
these results shows that the reduction in frequency has an impact on Repurchase
Intention of 24.6% meaning that the tangible being studied here is the Simcard
Student part of (Mobile Network Operator) MNO will have a direct impact on
Repurchase Intention, especially students /I in Timor Leste who use Telkomcel
Student SimCards.
5.
Empathy and Repurchase Intention
The magnitude of the parameter coefficient for the Empathy variable on
Repurchase Intention of 0.117 which means there is no positive influence on the
Empathy variable on the Repurchase Intention variable. Or it can be interpreted
that the value of Empathy is getting worse then Repurchase Intention will
decrease. Decrease one unit of Empathy will also reduce Repurchase Intention by
11.7%. Based on calculations using bootstrap or resampling, where the test
results estimate the Empathy coefficient of Repurchase Intention bootstrap
results are 0.117 with a t-count value of 1.589 smaller t-table (1.64) then the
p-value is 0.113 > 0.05 so Accept H0 is not significant or which means there
is no direct influence of empathy to Repurchase Intention is not significant or
not significant. The results of this statistic show that, it means that this
SimCard student, Telkomcel distributes it for free and with a data package of $
25 per month and free calls to fellow SIM Card Students, so the emapi of
customers will be higher to request or request and the spread of information on
the distribution of Simcar is also fast from students one to another student is
also fast, so the demand for student SimCards will increase accordingly.
6.
Assurance and Repurchase Intention
The
magnitude of the parameter coefficient for the Assurance variable on Repurchase
Intention is 0.203, which means that there is a positive influence on Assurance
on Repurchase Intention. Or it can be interpreted that the better the Assurance
value then Repurchase Intention will increase. Increase of one unit of
Assurance will also increase Repurchase Intention by 20.3%. Based on
calculations using bootstrap or resampling, where the results of the Assurance
estimation coefficient test on Repurchase Intention bootstrap results are 0.203
with a t-count value of 2.767 greater than t-table (1.64) then the p-value is
0.006 <0.05 so Accept H1 or which means the direct influence of Assurance to
Repurchase Intention statistically significant or significant. From the results
of this statistic proves that Assurance has a significant effect on Repurchase
Intention, which means. the process of distributing student SimCadr, this is
Telkomcel doing it formally, first making an application letter to the
University, and the university answered based on a request from Telkomcel, and
based on the student data that Telkomcel did the distribution of this SimCard
guaranteed it will not be published because it already exists regulations that
have been implemented by Telkomcel. So, from this process requests for student SimCards
each period run well, and efficiently
7.
Customer Satisfaction and Repurchase Intention
The magnitude of the parameter coefficient for the variable Customer
Satisfaction on Repurchase Intention is 0.318, which means there is a positive
influence on Customer Satisfaction on Customer Satisfaction. Or it can be
interpreted that the better the value of Customer Satisfaction then Repurchase Intention
will increase. An increase in one unit of Customer Satisfaction will also
increase Repurchase Intention by 31.8%. Based on calculations using bootstrap
or resampling, where the test results of the estimated Customer Satisfaction
coefficient of Repurchase Intention bootstrap results are 0.318 with a tcount
value of 4.839 greater than t-table (1.64) then the p-value is 0.000 <0.05
so Accept H1 or which means the direct effect of Customer Satisfaction on
Repurchase Intention is statistically significant or significant. So based on
statistical results that Customer Satisfaction has a very significant influence
on Repurchase Intention, which means that. In this three-dimensional study, one
dimension is not significant for Variavel Y1 and Y2, meaning that empathy does
not have a direct impact on these two variables because what is examined here
is a student SimCard with a tag of $25/month and free calls to fellow SimCard
students, so customers always empathetic to telkomcel products. And two other dimensions
have a significant influence on the variables Y1 and Y2, meaning that the
tangible and assurance variables directly affect the two variables. When there
is a reduction in frequency, it will have an impact on customer satisfaction
and by itself customer interest in repurchasing Telkomcel products will also
decrease.
Table 9. Hypothesis Conclusions
Source: Taken from Inner Stage data
processed by researchers
CONCLUSION
Based on the
results of the research and discussion that has answered the formulation of the
problem regarding the influence of Service Quality in this study, researchers
only take three dimensions of Servqual, namely Tangible, Assurance, and Empathy
for Repurchase Intention with Customer Satisfaction as an intervening variable
in Tekomcel products in Timor Leste, so it can be concluded as follows:
1)
The results of the Tangible estimation coefficient test on Customer Satisfaction
bootstrap results are 0.371 with a t-count value of 4.791 greater than t-table
(1.64) then the p value is 0.000 <0.05 so Accept H1 or which means a direct
influence Tangible to Customer Satisfaction statistically significant or significant.
Based on this analysis it can be concluded that the tangible variable as a
dimension to directly influence service quality at Telkomcel Timor Leste, from
these results shows that the frequency reduction has an impact on trust of
37.7% meaning that the tangible being studied here is the Simcard Student part
of (Mobile Network) Operator) MNO will have a direct impact on customer
satisfaction, especially students /I in Timor Leste who use Telkomcel Student
SimCards.
2)
The test results of the estimation coefficient of Empathy towards Customer Satisfaction
bootstrap results are 0.103 with at count value of 1.488 smaller t-table (1.64)
then the p value is 0.137 > 0.05 so Accept H0 is not significant or does not
have a direct effect on Empathy on Customer Satisfaction is not significant or
not statistically significant. The results of this statistic show that, meaning
this SimCard student, telkomcel distributes it for free and with a data package
of $ 25 per month and free calls to fellow student simcards, so the customer
empathy will be higher and customer satisfaction will also increase
automatically.
3)
Assurance estimation coefficient test results against Customer
Satisfaction
bootstrap results are 0.296 with a t-count value of 3.946 greater than t-table
(1.64) then the p-value is 0.000 <0.05 so Accept H1 or which means the
direct influence of Assurance to Customer Satisfaction statistically
significant or significant. From these statistical results it proves that
Assurance has a significant impact on Customer Satisfaction , which means that,
in the process of distributing SimCadr students, Telkomcel does this formally,
first making an application letter to the university, and the university
answers based on a request from Telkomcel, and based on data - this student
data that Telkomcel distributes SimCards to students and lecturers at the
university, this data is guaranteed not to be published because there are already
regulations that have been implemented by Telkomcel.
4)
The results of the Tangible estimation coefficient test on Repurchase Intention
bootstrap results are 0.246 with a t-count value of 3.284 greater than t-table
(1.64) then the p-value is 0.001 <0.05 so Accept H1 or which means the
direct influence of Tangible Variables to Repurchase Intention statistically
significant or significant. Based on this analysis it can be concluded that the
tangible variable as a dimension for strengthening service quality at Telkomcel
Timor Leste, from these results shows that the reduction in frequency has an impact
on Repurchase Intention of 24.6% meaning that the tangible being studied here
is the Simcard Student part of (Mobile Network Operator) MNO will have a direct
impact on Repurchase Intention, especially students /I in Timor Leste who use
the Telkomcel Student SimCard.
5)
The test results of the estimation coefficient of Empathy towards Repurchase Intention
bootstrap results are 0.117 with a tcount value of 1.589 smaller t-table (1.64)
then the p-value is 0.113 > 0.05 so Accept H0 is not significant or which
means there is no direct influence of empathy to Repurchase Intention is not
significant or not significant. The results of this statistic show that, it
means that this SimCard student, Telkomcel distributes it for free and with a
data package of $ 25 per month and free calls to fellow SIM Card Students, so
the emapi of customers will be higher to request or request and the spread of
information on the distribution of Simcar is also fast from students one to
another student is also fast, so the demand for student SimCards will increase
accordingly.
6)
Assurance estimation coefficient test results against Repurchase
Intention bootstrap
results are 0.203 with a t-count value of 2.767 greater than t-table (1.64) then
the p-value is 0.006 <0.05 so Accept H1 or which means the direct influence
of Assurance to Repurchase Intention statistically significant or significant.
From the results of this statistic proves that Assurance has a significant
effect on Repurchase Intention, which means. the process of distributing student
SimCadr, this is Telkomcel doing it formally, first making an application
letter to the University, and the university answered based on a request from
Telkomcel, and based on the student data that Telkomcel did the distribution of
this SimCard guaranteed it will not be published because it already exists
regulations that have been implemented by Telkomcel. So, from this process
requests for student SimCards each period run well, and efficiently.
7)
The test results of the estimation coefficient of Customer Satisfaction against Repurchase Intention
bootstrap results are 0.318 with a t-count value of 4.839 greater than t-table
(1.64) then the p-value is 0.000 <0.05 so Accept H1 or which means the
direct effect of Customer Satisfaction on Repurchase Intention is statistically
significant or significant. So based on statistical results that Customer
Satisfaction has a very significant influence on Repurchase Intention, which
means that. In this three-dimensional study, one dimension is not significant
for Variavel Y1 and Y2, meaning that empathy does not have a direct impact on
these two variables because what is examined here is a student SimCard with a
tag of $25/month and free calls to fellow SimCard students, so customers always
empathetic to telkomcel products. And two other dimensions have a significant influence
on the variables Y1 and Y2, meaning that the tangible and assurance variables
directly affect the two variables. When there is a reduction in frequency, it
will have an impact on customer satisfaction and by itself customer interest in
repurchasing Telkomcel products will also decrease.
