ANALYSIS OF FACTORS TO INCREASE THE BRAND LOYALTY ON SIMPATI PREPAID SIM CARDS

Abstract

Nowadays, the telecommunications industry is the fastest growing industry, every company that engaged in the industry must be able to compete if they don’t want to lose existing customers and try to attract new customers, causing each operator must prepare for various strategies, especially in terms of developing better technology to be able to maintain quality and service in order to remain leading the market. This research has a purpose to investigate factors to increase brand loyalty to the Simpati Prepaid SIM Card product by Telkomsel. The author uses a research design method with a combination of exploratory research and descriptive research, and uses a Likert Scale in measuring the answers from respondents which aims to determine the results of each research variable used, there are 3 (three) variables, i.e. Brand Image variable, Service Quality, and Perceived Value.