Atmadja, Ayyub Nasrah (2026) Pengembangan Model Integrasi Dimensi ISP Service Quality dan Customer Satisfaction Index (CSI) untuk Meningkatkan Customer Loyalty Produk Fixed Broadband Menggunakan PLS-SEM: Indihome. Masters thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 6032241060-Master_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
6032241060-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (2MB) | Request a copy |
Abstract
Industri telekomunikasi memiliki peran penting dalam mendorong pertumbuhan sosial dan ekonomi di era digital. Di Indonesia, meningkatnya kebutuhan terhadap konektivitas internet telah mendorong pertumbuhan pasar fixed broadband, sekaligus memperketat persaingan antarpenyedia layanan internet atau Internet Service Provider (ISP). PT Telkom Indonesia melalui layanan Indihome sebagai pemimpin pasar mencatat jumlah pelanggan sebesar 11.329.973 pada tahun 2025. Namun demikian, pertumbuhan tersebut tidak serta-merta menjamin posisi Indihome di pasar fixed broadband, mengingat perusahaan menghadapi tantangan signifikan berupa penurunan pangsa pasar. Selama tiga tahun terakhir, yaitu periode 2022–2025, pangsa pasar Indihome menunjukkan tren negatif dengan penurunan rata-rata sebesar 5,13% dan mencapai sekitar 64%. Penelitian ini mengintegrasikan model Service Quality ISP dari Thaichon et al. (2014) dan kerangka Customer Satisfaction Index (CSI) dari Prasetyo et al. (2025) untuk menguji pengaruh dimensi kualitas layanan, yang meliputi Network Quality (NQ), Customer Service (CS), Information Quality (IQ), dan Security (SR), bersama dengan Brand Image (BI), Customer Expectations (EX), Perceived Value (PV), Perceived Price (PR), dan Perceived Service Quality (PSQ). Penelitian ini menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan melibatkan 431 responden. Hasil penelitian menunjukkan bahwa model yang diusulkan memiliki tingkat kesesuaian model yang memadai, yang ditunjukkan oleh nilai SRMR sebesar 0,077. Analisis pengaruh langsung menunjukkan bahwa NQ, CS, dan IQ berpengaruh positif dan signifikan terhadap PSQ. Dalam kerangka CSI, BI, EX, PV, dan PSQ terbukti berpengaruh positif dan signifikan terhadap CSI, sedangkan SR dan PR tidak menunjukkan pengaruh yang signifikan. Temuan penelitian ini juga menunjukkan bahwa Customer Satisfaction merupakan determinan utama dalam membentuk Customer Loyalty, sebagaimana dibuktikan melalui hubungan yang positif dan signifikan antara Customer Satisfaction dan Customer Loyalty. Selain itu, Network Quality dan Customer Service muncul sebagai determinan yang paling berpengaruh dalam membentuk Perceived Service Quality pada konteks ISP, sementara Customer Expectations menjadi determinan terkuat dalam membentuk Customer Satisfaction. Temuan ini diharapkan dapat memberikan wawasan strategis bagi perusahaan dalam meningkatkan kualitas layanan dan memperkuat loyalitas pelanggan di tengah persaingan pasar fixed broadband yang semakin kompetitif.
================
The telecommunications industry plays a vital role in driving social and economic growth in the digital era. In Indonesia, the increasing demand for internet connectivity has expanded the fixed broadband market while intensifying competition among Internet Service Providers (ISPs). PT Telkom Indonesia, through its Indihome service as the market leader, recorded 11,329,973 subscribers in 2025. However, this growth does not necessarily secure Indihome’s position in
the fixed broadband market, as the company faces a significant challenge in the form of declining market share. Over the past three years (2022–2025), Indihome’s market share has exhibited a negative trend, decreasing by an average of 5.13% and reaching approximately 64%. This study integrates the ISP’s Service Quality model (Thaichon, et al., 2014) and the Customer Satisfaction Index (CSI) framework (Prasetyo, et al., 2025) to examine the effects of service quality dimensions, namely Network Quality (NQ), Customer Service (CS), Information Quality (IQ), and Security (SR), together with Brand Image (BI), Customer Expectations (EX), Perceived Value (PV), Perceived Price (PR), and Perceived Service Quality (PSQ). The study employs the PLS-SEM approach and involves 431 respondents. The results indicate that the proposed model demonstrates a satisfactory level of fit, with an SRMR value of 0.077. The direct effect analysis reveals that NQ, CS, and IQ have positive and significant effects on PSQ. Within the CSI framework, BI, EX, PV, and PSQ are found to have positive and significant effects on CSI, whereas SR and PR do not exhibit significant effects. The findings further indicate that Customer Satisfaction serves as the primary determinant of Customer Loyalty, as evidenced by its positive and significant relationship with Customer Loyalty. In addition, Network Quality and Customer Service emerge as the most influential determinants in shaping Perceived Service Quality within the ISP context, while Customer Expectations represent the strongest determinant of Customer Satisfaction. These findings are expected to provide strategic insights into enhancing service quality and strengthening Customer Loyalty in the increasingly competitive fixed broadband market.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | ISP’s Service Quality, Customer Satisfaction Index, Behavioral Loyalty, Customer Loyalty, PLS-SEM, Indihome, : ISP’s Service Quality, Customer Satisfaction Index, Customer Loyalty, Fixed Broadband, PLS-SEM, Indihome. |
| Subjects: | Q Science > QA Mathematics > QA278.3 Structural equation modeling. Q Science > QA Mathematics > QA278 Cluster Analysis. Multivariate analysis. Correspondence analysis (Statistics) T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5105.5956 Quality of service. Reliability Including network performance T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5101 Telecommunication |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Ayyub Nasrah Atmadja |
| Date Deposited: | 24 Jul 2026 00:24 |
| Last Modified: | 24 Jul 2026 00:24 |
| URI: | http://repository.its.ac.id/id/eprint/136605 |
Actions (login required)
 |
View Item |