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Library's collection Library's IT development CancelAs the growth of telecommunication in Indonesia from year to year
develops rapidly as well as the Internet penetration, keeping the loyalty of
customer is very important for every Indonesia mobile service providers, since it
the point in grabbing bigger market. Therefore, the goal of this research report is
to analyze whether all elements of service marketing mix (product, price,
distribution/place, promotion, people, process, and physical evidence)
simultaneously and individually affect customer loyalty. Hereby, Telkomsel
becomes the case study for this research, since Telkomsel has the biggest
contribution in every Indonesia mobile users.
In this research study, the data is analyzed using multiple linear regressions
where 7Ps become the independent variables and customer loyalty becomes the
dependent variable. The result of this analysis shows that all elements of service
marketing mix simultaneously have a significant impact towards customer loyalty
of Telkomsel users. However, only four out of seven attributes significantly affect
costumer loyalty of Telkomsel users, which are price, place, people, and physical evidence.