The Effect of Service Quality and Product Quality on Customer Satisfaction Indihome Customers
(Study of PT Telkomsel in Cirebon City)
Abstract
In the telecommunications sector, ensuring high levels of customer satisfaction is essential for sustainable business
growth. This research focuses on investigating how service quality and product quality influence customer satisfaction
within IndiHome, a prominent telecommunications provider managed by PT Telkomsel in Cirebon City, Indonesia.
The study aims to evaluate how customers perceive IndiHome's service and product quality, measure their overall
satisfaction, and explore the impact of service and product quality on customer happiness. A survey involving 384
respondents aged 34 to 39, predominantly entrepreneurs, was conducted to gather data on their perceptions. The
survey, designed to assess service quality, product quality, and satisfaction levels, employed a quantitative approach
with descriptive analysis. Sampling was non-probabilistic and purposive, and data was collected via questionnaire
distribution. The findings reveal that both service and product quality significantly influence customer satisfaction,
suggesting that addressing these aspects can enhance competitiveness and customer retention in the
telecommunications market. This study offers valuable insights for telecom firms seeking to improve service delivery
and achieve sustained business success by meeting customer expectations effectively.
Keywords-telecommunications, service quality, product quality
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