ANALISIS PENGARUH EKUITAS MEREK TERHADAP RETENSI PELANGGAN UNTUK PRODUK INDIHOME DI PT. TELKOM INDONESIA WITEL MEDAN
Abstract
differentiation, relevance, esteem, and knowledge, are air-alike on the migratory behavior (customer retention) to Indihome was 60.3%. The remainder of the contribution is determined by factors other than the so-called predictor in this study. The study thus shows that both the variable relevance, differentiation, knowledge, and awards have significantly
influenced the migration service, with variable relevance seba-gai factors that most influence on customer retention. In connection with the results and discussion of this study, it is expected that their further studies to investigate other indicators (39.7%) affecting existing customers willing to migrate to Indihome. Based on the results of research of this
addition, the company management needs to formulate strategic policies related variables relevance, differentiation, knowledge, and awards to increase the number of existing customers who are willing to migrate to Indihome.
Keywords: Ekuitas Merek, Telkom, Pelanggan.
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DOI: http://dx.doi.org/10.30829/al-irsyad.v6i2.6619
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