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

Abstract

This study aims to examine: 1.) The Influence of Prices on Customer Satisfaction; 2.) The Influence of Service Quality on Customer Satisfaction; 3.) The Influence of Brand Image on Customer Satisfaction; and 4.) The Influence of Price, Service Quality, and Brand Image on Customer Satisfaction. The purpose of this research is to obtain precise and reliable knowledge about the influence of Price, Service Quality, and Brand Image on Customer Satisfaction. This research was conducted in Indonesia with a total sample of 200 respondents. The research method used a survey method with a regression approach. Data collection techniques using literature techniques and questionnaires. Data were analyzed using SPSS Statistics version 25, with linear regression analysis. The path coefficient results show that the variable that most influences on Customer Satisfaction is Service Quality. While the variable with the lowest influence on customer satisfaction is Brand Image.