The Effect of Price, Service Quality, Customer Value, and Brand Image on Customer Satisfaction of Cellular Operator Telkomsel

Abstract

This study aims to examine: 1) The effect of prices on customer satisfaction; 2) Effect of service quality on customer satisfaction; 3) The effect of customer value on customer satisfaction; 4) The effect of brand image on customer satisfaction; 5) Effect of price, service quality, customer value, and brand image on customer satisfaction. The purpose of this research is to obtain precise and reliable knowledge about the effect of price, service quality, customer value, and brand image on customer satisfaction. This research was conducted in Indonesia with a total sample of 200 respondents. Data were analyzed using SEM (Structural Equation Modeling) technique, with the aim of testing the theory. SEM approach uses PLS version 3 intelligent software. PLS version 3 software uses PLS (The Partial Least Square) approach. The path coefficient results show that the variable that most influences on customer satisfaction is customer value. While the variable with the lowest influence on customer satisfaction is price.