PROPOSED PERFORMANCE IMPROVEMENT BASED ON PERCEIVED QUALITY INFLUENCE AGAINST BRAND SWITCHING INTEREST FOR UNDERGRADUATE STUDENTS (TELKOM FLEXI TRENDY CASE STUDY, BANDUNG)

• Main Author: PANGARSO (NIM : 29108063); Pembimbing Akademik : Ir. Evo S Hariandja, MM., ASTADI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15068
• Institution: Institut Teknologi Bandung

PT Telekomunikasi Indonesia, Tbk. (TELKOM) is the company's information and telecommunications provider (Telecommunication, Info, Media, Edutainment) as well as service providers and telecommunications networks in full (full-service provider and network) is the largest in Indonesia. TELKOM provides mobile telephone services (cellular), with the trademark Telkom Flexi. Problems was Esia in the city of Bandung totalling 69 % market share. This research to increase the interest of students from Esia Flexi, therefore increase its market share in the city of Bandung. Model used to analyze the competition between Esia Telkom Flexi is the Importance of Performance Analysis of Modified 6 quadrants. Modifications made by replacing the center line of the calculation is based on the average variable interest rate with the perception of the quality of significance interest to move the brand. The variables that have influence on the interest in moving a significant brand in the next placed over the center line while the variables with the influence of interests that do not switch brands placed far below the midline. Survey research instrument is a questionnaire consisting of 2 parts of the perception of quality and interest in change of brands. The number of samples used is some 300 participants from 10 universities in the city of Bandung and is implemented by the purposive snowball sampling technique. Model used in the treatment of the test data is the average difference in the sample through one-way ANOVA, a linear model of multiregression, differences in performance through t- test and benefits analysis importance (IPA) 6 quadrants. The results of the analysis indicate that there are 3 variables that have a high perception of a significant impact on student interest to switch brands, namely signal stability in various regions, the speed of calls to different operators, and the active period for the same value refill. Flexi signal performance variables in the different regions of stability and speed of calls to different operators in a position to compete with Esia, Flexi while performance in the current period to refill the value of the variable is equal to the left position Esia. To be able to attract students, the perception of quality Flexi be improved. Advice can be given to companies primarily to change the perceptions of students on three variables that have a high perception affects the interest of moving the brand into Flexi. Therefore designed implementation plans and resource requirements so that suggestions and recommendations can be realize to communicate the perceived quality variables in order to be Bandung market leader .