Measurement Of Performance Of Mentari GSM Card Service Quality With Analitical Hierarchy Process (AHP) At PT. Indosat Regional Office

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Measuring the Quality of GSM Mentari Card Services: A Review with the AHP Method

Introduction

In the highly competitive telecommunications industry, providing high-quality services is crucial for companies to maintain their position and increase customer satisfaction. PT. Indosat, one of the leading telecommunications companies in Indonesia, has been innovating to bring the best services for its customers. One of their superior products is the Mentari GSM card. However, with the emergence of various new operators and similar products, it is essential for PT. Indosat to understand customer perceptions of the quality of GSM Mentari card services.

Background of the Study

The telecommunications industry is a rapidly growing sector, with numerous companies competing for market share. In Indonesia, PT. Indosat is one of the leading players, offering a range of services, including the Mentari GSM card. The Mentari card is a popular product among consumers, but to maintain its position and increase customer satisfaction, it is crucial for PT. Indosat to understand customer perceptions of the quality of GSM Mentari card services.

Methodology

This study uses the Analytical Hierarchy Process (AHP) method to measure the performance of the quality of GSM Mentari card services. The AHP method involves collecting data through questionnaires to consumers and analyzing them hierarchically. The data collected includes information on customer perceptions of the quality of GSM Mentari card services, including network quality, signal strength, and service packages.

Results

The results of this study show that the Mentari card was ranked 2nd with a total weight of 0.19 (19%). This means that the Mentari card has the potential to be chosen by consumers, but still requires more effort to be the first choice. On the other hand, the sympathy card is ranked first with a total weight of 0.64 (64%), showing that the sympathy card is the first choice for respondents. Free cards are ranked 3rd with a total weight of 0.17 (17%), indicating that respondents are still hesitant to choose free cards.

Analysis of Network Element

Further analysis shows that the network element has a priority weight of 51.6% with a strong element of signal having a weight of 22.24%. This finding indicates that signal strength is an important factor considered by consumers when choosing telecommunications services. The results of this study suggest that PT. Indosat should focus on improving network quality, especially in aspects of signal strength.

Recommendations for PT. Indosat

The results of this study provide several recommendations for PT. Indosat in improving the quality of GSM Mentari card services:

Improving Network Quality

  • Focus on improving network quality, especially in aspects of signal strength. This can be done by building more towers, increasing bandwidth, and optimizing existing networks.
  • Invest in network infrastructure to improve coverage and reduce dropped calls.

Strengthening Brand Image

  • Effective marketing strategies to strengthen the positive image of the sun card and distinguish them from competitors.
  • Develop a strong brand identity and messaging to appeal to target customers.

Offering an Attractive Service Package

  • Developing an innovative service package and in accordance with consumer needs, such as data packages with large quota, telephone packages at low rates, and attractive loyalty programs.
  • Offer personalized service packages to meet the needs of individual customers.

Conclusion

The results of this study provide valuable insights into customer perceptions of the quality of GSM Mentari card services. The findings suggest that PT. Indosat should focus on improving network quality, strengthening brand image, and offering attractive service packages to improve the quality of Mentari GSM card services. By implementing these recommendations, PT. Indosat can improve the quality of Mentari GSM card services and make this product the main choice for consumers.

Limitations of the Study

This study has several limitations, including:

  • The study only focuses on customer perceptions of the quality of GSM Mentari card services and does not consider other factors that may influence customer choice.
  • The study only uses the AHP method to measure the performance of the quality of GSM Mentari card services and does not consider other methods that may provide more comprehensive insights.

Future Research Directions

Future research should consider the following directions:

  • Conduct a more comprehensive study that considers multiple factors that influence customer choice, including price, network quality, and service packages.
  • Use other methods, such as the Delphi method or the SWOT analysis, to provide more comprehensive insights into customer perceptions of the quality of GSM Mentari card services.

References

  • [List of references cited in the study]

Appendices

  • [Appendices, including questionnaires, data analysis, and other supporting materials]
    Frequently Asked Questions (FAQs) about Measuring the Quality of GSM Mentari Card Services

Q: What is the Analytical Hierarchy Process (AHP) method?

A: The AHP method is a decision-making tool that helps to evaluate complex problems by breaking them down into smaller, more manageable parts. It involves collecting data through questionnaires and analyzing them hierarchically to determine the relative importance of different factors.

Q: Why was the AHP method used in this study?

A: The AHP method was used in this study because it is a widely accepted and effective tool for evaluating complex problems. It allows for the collection of data from multiple sources and the analysis of that data in a structured and systematic way.

Q: What were the main findings of the study?

A: The main findings of the study were that the Mentari card was ranked 2nd with a total weight of 0.19 (19%), the sympathy card was ranked first with a total weight of 0.64 (64%), and free cards were ranked 3rd with a total weight of 0.17 (17%). The study also found that signal strength was an important factor considered by consumers when choosing telecommunications services.

Q: What are the implications of the study's findings?

A: The study's findings have several implications for PT. Indosat. They suggest that the company should focus on improving network quality, strengthening brand image, and offering attractive service packages to improve the quality of Mentari GSM card services.

Q: What are some potential limitations of the study?

A: Some potential limitations of the study include:

  • The study only focuses on customer perceptions of the quality of GSM Mentari card services and does not consider other factors that may influence customer choice.
  • The study only uses the AHP method to measure the performance of the quality of GSM Mentari card services and does not consider other methods that may provide more comprehensive insights.

Q: What are some potential future research directions?

A: Some potential future research directions include:

  • Conducting a more comprehensive study that considers multiple factors that influence customer choice, including price, network quality, and service packages.
  • Using other methods, such as the Delphi method or the SWOT analysis, to provide more comprehensive insights into customer perceptions of the quality of GSM Mentari card services.

Q: What are some potential applications of the study's findings?

A: The study's findings have several potential applications, including:

  • Improving the quality of Mentari GSM card services to increase customer satisfaction and loyalty.
  • Developing targeted marketing strategies to appeal to specific customer segments.
  • Identifying areas for improvement in network quality and service packages.

Q: What are some potential benefits of using the AHP method in decision-making?

A: Some potential benefits of using the AHP method in decision-making include:

  • Providing a structured and systematic approach to evaluating complex problems.
  • Allowing for the collection of data from multiple sources and the analysis of that data in a structured and systematic way.
  • Enabling the identification of key factors that influence decision-making.

Q: What are some potential challenges of using the AHP method in decision-making?

A: Some potential challenges of using the AHP method in decision-making include:

  • The need for a clear and well-defined problem statement.
  • The need for a thorough understanding of the decision-making process and the factors that influence it.
  • The potential for bias in the data collection and analysis process.

Q: What are some potential future applications of the AHP method?

A: Some potential future applications of the AHP method include:

  • Evaluating the quality of other telecommunications services, such as data and internet services.
  • Analyzing the impact of regulatory changes on the telecommunications industry.
  • Developing targeted marketing strategies to appeal to specific customer segments.