Analisis Pengaruh Customer Value terhadap Loyalitas Pelanggan kartu As (Studi Kasus Pada Mahasiswa Fakultas Hukum USU)

This title of this research is "Analysis of the Effect of Customer Value to the Customer Loyalty of As simcard (Case Study on USU students of the Law Faculty)". The purpose of this study is to investigate and to analyze the influence of customer value which consits of product value, service value, and price value to the customer loyalty of As simcard on USU students of the Law Faculty.The sampling technique using a purposive sampling method. With a target population is USU students of the Law Faculty who are using As simcard as his cellular card. Samples taken as many as 95 people by the withdrawal of the number of samples based on the formula for the total of population which is unknown. Data were collected using a questionnaire. Variables measured using a Likert scale. Processing data using SPSS software version of 15.0 and hypothesis testing with multiple linear regression analysis.The test results showed that the variables are partially the product value and price value in a positive and significant impact on customer loyalty, while the value of the service does not affect in a significant impact on customer loyalty. The determinants testing (R2) to the independent variable that the product value, service value and price value are able to explain the dependent variable that the customer loyalty by 42.9% and the rest explained by other factors not examined in this study.