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Product Influence, Promotion, and Price Perception on Customer Satisfaction and Its Impact on Broadband Internet Customer Loyalty at PT Indonesia Comments Plus (PLN Group)
Abstract
The purpose of this study is to analyze the influence of Products, Promotions, and Price Perceptions on Customer Satisfaction and Its Impact on Broadband Internet Customer Loyalty in PT. Indonesia Comnets Plus (PLN Group) The number of samples used in this study was more than 150 respondents, and data analysis techniques using SEM were carried out to thoroughly explain the relationship between variables in the study. SEM is used not to design a theory, but rather to examine and justify a model. Structural Equation Modelling (SEM) AMOS 22.0 is used in modeling and hypothesis testing. The result of proving the hypothesis in this study is that the product has a positive and significant effect on Broadband Internet Customer Satisfaction. The promotion has a Positive and significant effect on Broadband Internet Customer Satisfaction. Price has a Positive and significant effect on Broadband Internet Customer Satisfaction. Products have a positive and significant effect on Broadband Internet Customer Loyalty. The promotion has a Positive and significant effect on Broadband Internet Customer Loyalty. Price has a Positive and significant effect on Customer Loyalty.
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DOI: https://doi.org/10.33258/birci.v5i3.6573
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