Nuralia Aldawiyah, Muhahammad Sahlan

PENGARUH KUALITAS PELAYANAN DAN PROMOSI DIGITAL TERHADAP LOYALITAS PELANGGAN XLSMART DI KABUPATEN CIANJUR

Introduction

pengaruh kualitas pelayanan dan promosi digital terhadap loyalitas pelanggan xlsmart di kabupaten cianjur . Penelitian ini mengkaji pengaruh kualitas pelayanan dan promosi digital terhadap loyalitas pelanggan XLSmart di Cianjur. Keduanya signifikan meningkatkan loyalitas.

Abstract

This study is motivated by the increasing competition in the telecommunications industry, which requires companies not only to provide high-quality services but also to utilize digital promotion effectively in order to maintain customer loyalty. In the digital era, service quality and digital promotion play an important role in building long-term relationships with customers.  XLSmart   , as one of the telecommunications service providers in Cianjur Regency, implements service quality improvement and digital promotion strategies to enhance customer loyalty. The purpose of this study is to examine the effect of service quality and digital promotion on customer loyalty at XLSmart  in Cianjur Regency. This research employs a quantitative method with descriptive and verificative approaches. Data were collected through questionnaires distributed to active XLSmart  customers. The sample was determined using the Slovin formula, resulting in 100 respondents. Data analysis techniques included validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, t-test, and F-test using SPSS version 25. The results indicate that service quality and digital promotion have a positive and significant effect on customer loyalty, both partially and simultaneously. Therefore, it can be concluded that improving service quality and implementing effective digital promotion strategies are able to enhance and sustain customer loyalty at XLSmart  in Cianjur Regency.

Review

The study titled "PENGARUH KUALITAS PELAYANAN DAN PROMOSI DIGITAL TERHADAP LOYALITAS PELANGGAN XLSMART DI KABUPATEN CIANJUR" addresses a highly relevant issue within the increasingly competitive telecommunications industry. Motivated by the necessity for companies to not only offer high-quality services but also leverage digital promotion effectively, this research critically examines their combined impact on customer loyalty. The focus on XLSmart in Cianjur Regency provides a specific, localized context for understanding these dynamics, acknowledging the crucial role of both service quality and digital strategies in fostering long-term customer relationships in the current digital era. The stated purpose of investigating the effect of these two variables on XLSmart customer loyalty is clear and pertinent. Methodologically, the study employs a quantitative approach, utilizing both descriptive and verificative analyses to achieve its objectives. Data collection was systematically conducted through questionnaires administered to 100 active XLSmart customers, with the sample size determined using the Slovin formula, indicating a methodical sampling procedure. The data analysis involved a comprehensive suite of statistical tests, including validity and reliability testing, classical assumption tests, multiple linear regression analysis, t-test, and F-test, all executed using SPSS version 25. This rigorous analytical framework lends credibility to the findings. The core results conclusively demonstrate that both service quality and digital promotion exert a positive and significant influence on customer loyalty, a conclusion that holds true when examined both individually (partially) and in combination (simultaneously). This research offers valuable insights for telecommunication providers, particularly XLSmart, by empirically validating the importance of service quality and effective digital promotion in cultivating customer loyalty. The clear practical implication is that sustained investment in improving service delivery and executing targeted digital marketing campaigns directly contributes to customer retention. While the study's strength lies in its focused quantitative approach and clear statistical findings, a potential limitation could be its specific geographical scope (Cianjur Regency) and single-provider focus, which might limit the generalizability of the findings without further comparative studies. Future research could explore qualitative dimensions of customer loyalty, investigate additional mediating or moderating variables, or conduct cross-regional or multi-provider comparisons to broaden the applicability of these important conclusions.

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