PENGARUH KEPUASAN PELANGGAN, PENGALAMAN PELANGGAN DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PENGGUNA TELKOMSEL (STUDI KASUS DESA TITI MERAH KECAMATAN LIMA PULUH PESISIR) - Ella Jasnita; Dian Wahyuni (Smart Education, 2026)
Abstract: This study aims to determine the effect of customer satisfaction, customer experience, and brand image partially on customer loyalty among Telkomsel users in Desa Merah, Lima Puluh Pesisir District. This research uses a quantitative descriptive method. Data analysis was conducted using multiple linear regression, with a sample of 96 respondents. The results of the regression analysis produced the equation: Y = 0.540 + 0.340X? ? 0.284X? + 0.624X?. The results of the t-test show that the first hypothesis (H?) is accepted, meaning that partially customer satisfaction has a positive and significant effect on customer loyalty (t-value 2.422 > t-table 1.985). Customer experience also has a significant effect on customer loyalty (t-value 2.206 > t-table 1.985). Brand image has a significant effect on customer loyalty (t-value 3.760 > t-table 1.985). The F-test results show that the hypothesis (H?) is accepted, meaning that simultaneously customer satisfaction, customer experience, and brand image influence customer loyalty (F-value 14.899 > F-table 2.70). The adjusted R² value is 0.535, indicating that customer satisfaction, customer experience, and brand image explain 53.5% of the variation in customer loyalty, while the remaining 46.5% is influenced by other factors not included in this study. Keywords: Customer Satisfaction, Customer Experience, Brand Image, Customer Loyalty. Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh kepuasan pelanggan, pengalaman pelanggan dan citra merek secara parsial terhadap loyalitas pelanggan pengguna Telkomsel di Desa Titi Merah Kecamatan Lima Puluh Pesisir. Jenis penelitian deskriptif kuantitatif, analisis data menggunakan regresi linear berganda, serta sampel yang digunakan sebanyak 96 responden. Hasil analisis regresi inear berganda menghasilkan persamaan Y = 0,540 + 0,340X1 – 0,284X2 + 0,624X3. Hasil uji-t, hipotesis pertama (H1) diterima, yaitu secara parsial kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan dengan nilai thitung (2,422) > ttabel (1,985), secara parsial pengalaman pelanggan berpengaruh terhadap loyalitas pelanggan dengan nilai thitung (2,206) > ttabel (1,985) serta secara parsial citra merek berpengaruh terhadap loyalitas pelanggan dengan nilai thitung (3,760) > ttabel (1,985). Hasil uji-F, hipotesis kedua (H2) diterima, yaitu secara simultan kepuasan pelanggan, pengalaman pelanggan dan citra merek berpengaruh terhadap loyalitas pelanggan dengan nilai Fhitung (14,899) > Ftabel (2,70). Hasil uji-R2, yaitu nilai adjusted R square 0,535, artinya pengaruh yang dihasilkan kepuasan pelanggan, pengalaman pelanggan dan citra merek terhadap loyalitas pelanggan adalah 53,5%, sementara 46,5% selebihnya dipengaruhi oleh beberapa faktor lainnya yang tidak termasuk pada penelitian ini. Kata Kunci: Kepuasan Pelanggan, Pengalaman Pelanggan, Citra Merek, Loyalitas Pelanggan