Analysis of Factors Affecting Internet Customer Satisfaction Service Provider in Jabodetabek

Abstract

Improvements in telecommunications infrastructure and internet access in Indonesia have driven internet user growth significantly. Based on APJII data (2022), as much as 77% of Indonesia's population will use the internet in 2022, creating great opportunities for internet service providers or Internet Service Providers (ISP). This research aims to analyze the influence of service quality, product quality, price and promotion on ISP customer satisfaction in Indonesia. The method used is a quantitative approach. Data was collected through a survey of respondents who used ISP services, then analyzed using descriptive and statistical techniques Structural Equation Modeling. The results of this research show that service quality, product quality, price and promotion have a positive influence on ISP customer satisfaction. However, among these four variables, price and promotion are the most dominant factors. Promotion has the greatest influence on customer satisfaction. Then price, as one of the variables that has the second biggest influence after promotion, also contributes to attracting and retaining customers. The conclusions of this research emphasize the importance for ISPs to not only continue to improve the quality of services and products, but also offer competitive prices and design more effective promotional strategies. In this way, ISPs can increase customer satisfaction and loyalty amidst intense competition in the telecommunications industry.