FACTORS AFFECTING BRAND LOYALTY TOWARDS INTERNET SERVICE PROVIDERS (ISPS)

• Main Author: Anabella, Kezia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/56910
• Institution: Institut Teknologi Bandung

In the last few years, Internet Service Providers (or shortened to “ISP”) in Indonesia are facing a competitive market. There are many competitors in the Internet Service Provider Industry. However, the products and services offered by the Internet Service Providers in Indonesia do not have significant differentiation among its competitors. The customers have various choices on Internet service Provider brands which leads the customer to easily switch brands that provide more beneficial offers for the customers. Several studies have shown that in intense competition, a successful company must create and maintain the brand loyalty of its customers. This research aims to examine the factors affecting brand loyalty towards Internet Service providers and find out the most influential factor that affects brand loyalty through customer satisfaction as mediating variable. There are several variables to be analyzed of its relationships, such as Brand Awareness, Brand Image, Brand Personality, Price, Service Quality, Customer Satisfaction, and Brand Loyalty. This research has a limitation, in which the research is only analyzing the residential Fixed broadband services, and the respondents are taken from Jakarta. The research obtained 238 respondents from Indihome, Firstmedia, and Biznet through an online questionnaire with judgmental sampling. To analyze the significant relationship between the variables and find out the most influential factor, the author uses PLS-SEM with SmartPLS application with quantitative approach. The result of this research finds that there are significant positive influences of brand personality, service quality, and price towards customer satisfaction. There are three factors that influence brand loyalty towards Internet Service Providers through customer satisfaction; service quality, brand personality, price. The finding of this study is expected to help the Internet Service Providers in Indonesia to improve their customer retention through the factors that affect brand loyalty in subscribing Internet Service Providers.