THE INFLUENCE OF SERVICE QUALITY, CORPORATE IMAGE AND CUSTOMER’S SATISFACTION TOWARDS CUSTOMERS PERCEPTION (A CASE STUDY ON TELKOMSEL CUSTOMERS AMONG PRESIDENT UNIVERSITY STUDENTS)

Abstract

This research analysis is the influence of service quality, corporate image, and customer satisfaction toward customer perception. A case study on telkomsel customers among president university students. A survey was conducted to 100 respondents who are using services and products of Telkomsel cellular. This research based on the using of Telkomsel in President University. There are three selection criteria as service quality, corporate image, and customer satisfaction. Data analysis technique used is multiple linear regression with least squares equation and test hypothesis using t-statistic for testing the partial regression coefficients and F-statistic to test the effect together with a significance level of 5%. It also tested the classicial assumptions that included tests of normality, multicollinearity test, test of heterocedasticity and autocorrelation test. This shows the available data has been qualified using multiple linear regression equation model. The Result indicate that service quality (X1) have no significant effect towards customer perception. The variables are corporate image, and customer satisfaction significantly positive effect to customer perception. Predictive ability of three variables to customer perception in this study of 64.1% while the remaining is 35.9% be affected by other factors not include in the research model.