Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh mobile service quality terhadap continuance intention pada aplikasi MyTelkomsel dengan perceived value dan customer satisfaction sebagai variabel mediasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif. Data diperoleh melalui penyebaran kuesioner daring kepada 200 responden pengguna aplikasi MyTelkomsel di Kota Banda Aceh dengan teknik non-probability sampling melalui metode purposive sampling. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Model (PLS- SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa mobile service quality berpengaruh positif dan signifikan secara lansung terhadap continuance intention, perceived value, dan customer satisfaction. Perceived value tidak berpengaruh positif dan signifikan secara lansung terhadap continuance intention sehingga tidak memediasi hubungan antara mobile service quality dan continuance intention. Sementara itu, customer satisfaction berpengaruh positif dan signifikan secara lansung terhadap continuance intention serta memediasi secara parsial hubungan antara mobile service quality dan continuance intention. Dengan demikian dapat disimpulkan bahwa mobile service quality dan mediasi afektif berupa customer satisfaction menjadi determinan penting bagi niat melanjutkan penggunaan aplikasi MyTelkomsel, sedangan faktor kognitif seperti perceived value tidak berpengaruh terhadap continuance intention aplikasi MyTelkomsel.
Kata Kunci: mobile service quality, perceived value, customer satisfaction, continuance intention, MyTelkomsel

This study aims to analyze the effect of mobile service quality on continuance intention in the MyTelkomsel application, with perceived value and customer satisfaction as mediating variables. The research method used was a quantitative approach. Data were collected through questionnaires distributed to 200 users of the MyTelkomsel application in Banda Aceh City using a non-probability sampling technique through purposive sampling method. Data analysis was performed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software.The results of the study show that mobile service quality has a positive and significant direct effect on continuance intention, perceived value, and customer satisfaction. Perceived value does not have a positive and significant direct effect on continuance intention, therefore it does not mediate the relationship between mobile service quality and continuance intention. Meanwhile, customer satisfaction has a positive and significant direct effect on continuance intention and partially mediates the relationship between mobile service quality and continuance intention. Thus, it can be concluded that mobile service quality and affective mediation in the form of customer satisfaction are important determinants of users’ intention to continue using MyTelkomsel, while cognitive factors such as perceived value do not affect continuance intention of MyTelkomsel application users. Keywords: mobile service quality, perceived value, customer satisfaction, continuance intention, MyTelkomsel