HUBUNGAN ANTARA PERSEPSI TENTANG HARGA DENGAN \ud LOYALITAS KONSUMEN TELKOMSEL

Cunsomer loyalty is one thing that is very important for a company. Rewards from a long­termloyalty and cumulative so the longer a consumer loyalty, the greater the profit to be gained by an effort from the cunsomer. Maintaining consumer loyalty is a major capital to maintain the company’s existence. Consumer loyalty is determined by the perception of the product price. \ud Telkomsel is the mobile telecommunications operator in Indonesia. Until now, Telkomsel has three main products for GSM cards, namely simPATI and As for prepaid and HALO for \ud postpaid. Competition between producers service provider in Indonesia caused them to drop rates to get new consumers and even to keep the old consumers. Where it is increasingly indulging consumers to always try the service providers that is appropriate with their need and \ud that indicated unloyalty of consumers. This study aim to determine the relationship between the perception about price with Telkomsel’s consumer loyalty. If consumers have a positive perception about Telkomsel’s price is high consumer loyalty and vice versa if consumers have a \ud negative perception about Telkomsel’s price is low consumer loyalty. \ud This research is quantitative research. Population in this research is Telkomsel’s consumer in Malang with 100 samples. The sampling technique used was incidental sampling technique. \ud Instrument research using the scale of perception about price and the scale of consumer loyalty with Likert model. The data analysis methods used product moment correlation is aided by the computer program SPSS for windows 13.00. \ud From the research results show that there are positive relationship and highly significant between the perception about price with the Telkomsel’s loyalty consumer with correlation coefficient value (r) = 0,659 and probability of error (p) = 0,00. This means that the more positive \ud perception about the price of Telkomsel’s consumer loyalty will be high, and vice versa more negative perception about the price of Telkomsel’s consumer loyalty will be low. Therefore, it can be argued that the research hypothesis is proven or accepted. Effective contribution to the \ud perception about price to give effect to the consumer loyalty for the remaining 43,4% of 56,6% determined by other factors of brand image, convenience and ease of getting the product, satisfaction and service, and warranty of the product