Pengaruh Strategi Segmentasi Pasar terhadap Kepuasan Pelanggan Kartu Telkomsel di PT Narindo Solusi Telekomunikasi Kota Gunungsitoli

Abstract

This study aims to determine the effect of market segmentation strategy on customer satisfaction of Telkomsel card users at PT Narindo Solusi Telekomunikasi, Gunungsitoli City, and to measure the magnitude of its effect. This research was motivated by the mismatch between the implementation of market segmentation and customer needs, reflected in complaints regarding service package suitability, network quality, and differences in customer characteristics. The study employed a quantitative survey approach. The population consisted of 4,000 Telkomsel customers, while 98 respondents were selected using purposive sampling. Data were collected through a five-point Likert-scale questionnaire and analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, simple linear regression, coefficient of determination (R²), and t-test with IBM SPSS Statistics version 27. The results show that market segmentation strategy has a positive and significant effect on customer satisfaction. The regression coefficient is 0.717, t-count is 20.292, and significance is <0.001. The correlation coefficient (R) is 0.901, while R² is 0.811, indicating that 81.1% of the variation in customer satisfaction is explained by market segmentation strategy. These findings indicate that more accurate segmentation based on demographic, geographic, psychographic, and behavioral characteristics can improve customer satisfaction.