Service Quality, Price, Promotion, And Market Image To Loyalty Through Telkomsel Customer Satisfaction As An Intervening Variable

Abstract

This study aims to analyze the influence of service quality, price, promotion, and market image on Telkomsel customer loyalty with customer satisfaction as an intervening variable. A quantitative approach was used by a survey method of 110 active Telkomsel customers in Palopo City. Data analysis was carried out using Structural Equation Modeling–Partial Least Squares (SEM–PLS). The results of the study show that customer satisfaction has a positive and significant influence on loyalty. The variables of service quality, price, and promotion also have a significant effect on customer satisfaction, while market image has no significant effect on satisfaction or loyalty. These findings prove that customer satisfaction mediates the influence of service quality, price, and promotions on customer loyalty. Thus, improving service quality, competitive pricing policies, and attractive promotions are key factors in building Telkomsel customer loyalty, while market image plays an indirect role through real customer experience.