PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN INDIHOME DATEL CIBADAK PT. TELEKOMUNIKASI SELULER

This study examines the effect of product quality, price, and service quality on IndiHome customer satisfaction in the Datel Cibadak area. Using a quantitative approach, this study involved 68 IndiHome user respondents in the Cibadak area. This study was conducted to evaluate the extent to which product quality, price, and service quality affect customer satisfaction. The instrument used to collect data was a questionnaire that had been tested for validity and reliability. Data analysis was carried out using the Structural Equation Modeling (SEM) technique. The results of the study showed that product quality had an insignificant effect on customer satisfaction, which means that product quality is not the main factor influencing IndiHome customer satisfaction in this area. Price was also found to have an insignificant effect on customer satisfaction, indicating that price changes do not directly affect their level of satisfaction. Conversely, service quality had a significant effect on customer satisfaction, which means that the service aspect is a key factor in shaping IndiHome customer satisfaction in Cibadak. This study also found that when product quality, price, and service quality were analyzed simultaneously, all three had an effect on customer satisfaction. These findings have important implications for Telkomsel and policy makers in designing more effective strategies to optimize customer satisfaction, especially in the Cibadak area..
Keywords: product quality, price, service quality, customer satisfaction, IndiHome, datel Cibadak.