THE ANALYSIS BRAND LOYALTY LEVEL OF XL PREPAID CUSTOMER CARD (STUDY CASE AT PRESIDENT UNIVERSITY)

Abstract

Business providing mobile telecommunication service are now at the comppetive level of price competition that increasingly stringent. Competititon arises because of the large wireless telecommunication providers are involved with offering better prices, service, and features attractive to cunsumers. Along with the development of these condition required the company to better provide the best service and innovation to retention, maintain and enhance customer loyalty to the brand (brand loyalty). The study aims to determine the condition and level of brand loyalty on the prepaid card users XL PT. Excelcomindo Pratama Tbk in President University. This type of research is quantitative research, where research is to shows which brand loyalty level of XL for students of President University batch 2012. The sampling technique used is purposive sampling. The result of 100 respondens (students of President University batch 2012) is in Satisfied buyer level with 68 value index score.