Building Customer Loyalty of Indihome Bireuen: The Role of Product Quality, Marketing Strategy, and Brand Image

Syahril Ramadhan; Muhammad Salim; Sinta Amelia; Nurmasyitah; Rahmatul Ulia

doi:10.61992/jiem.v8i1.173

Syahril Ramadhan Universitas Islam Kebangsaan Indonesia
Muhammad Salim Universitas Islam Kebangsaan Indonesia
Sinta Amelia Universitas Islam Kebangsaan Indonesia
Nurmasyitah Universitas Islam Kebangsaan Indonesia
Rahmatul Ulia Universitas Islam Kebangsaan Indonesia

DOI: https://doi.org/10.61992/jiem.v8i1.173

Keywords: Customer loyalty, Product quality, Marketing strategy, Brand image, Indihome.

Abstract

This study is entitled “Building Customer Loyalty of Indihome Bireuen: The Role of Product Quality, Marketing Strategy, and Brand Image.” The purpose of this research is to analyze the influence of product quality, marketing strategy, and brand image on Indihome customer loyalty in Bireuen Regency. The study was conducted in Kota Juang District, precisely in Pulo Ara Geudong Teungeh Village, Aceh Province, involving 108 Indihome customers as respondents. The findings indicate that product quality and brand image have a positive and significant effect on customer loyalty, where service attributes such as internet speed, network stability, and Indihome’s reputation as part of Telkom Indonesia play a crucial role in maintaining customer commitment. Meanwhile, marketing strategy does not have a significant partial effect; however, when combined, the three variables (product quality, marketing strategy, and brand image) exert a significant influence on customer loyalty, with a coefficient of determination of 78.4%. These results imply that managing product quality and strengthening brand image should be prioritized, alongside refining marketing strategies to better align with the characteristics of the local community. This research is expected to provide valuable insights for Indihome’s management in formulating strategies to retain customer loyalty and to serve as a reference for future studies in similar contexts.

References

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Lupiyoadi, R. (2015). Service Marketing Management. Jakarta: Salemba Empat.

Nugroho, A. (2019). The Influence of Brand Image and Service Quality on Consumer Loyalty in the Telecommunications Industry. Jurnal Ilmu Manajemen, 7(2), 145–156.

Rahmawati, N. (2020). Analysis of Service Quality and Brand Image on Indihome Customer Loyalty. Jurnal Administrasi Bisnis, 9(1), 55–66.

Sari, M. (2021). Marketing Strategy and Its Impact on Customer Loyalty of Internet Services in Medan City. Jurnal Ekonomi dan Bisnis, 15(3), 210–220.

Kumar, V., & Shah, D. (2014). Growing the Company's Top Line by Growing the Bottom Line. Journal of Marketing, 78(6), 85–99.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96.

Susanto, A., & Wijaya, D. (2018). The Effect of Customer Satisfaction on Customer Loyalty in the Indonesian Telecommunication Industry. Jurnal Manajemen Pemasaran, 12(2), 78–90.

Setiawan, B., & Pratama, A. (2020). The Effect of Network Quality on Customer Satisfaction of Internet Services. Jurnal Teknologi Informasi dan Ilmu Komputer, 12(1), 45–56.

Susanto, A., & Wijaya, D. (2018). The Effect of Customer Satisfaction on Customer Loyalty in the Indonesian Telecommunication Industry. Jurnal Manajemen Pemasaran, 12(2), 78–90.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.

Putra, A., & Wijaya, S. (2022). The Influence of Brand Image on Consumer Decisions in the Indonesian Telecommunication Industry. Jurnal Bisnis dan Manajemen, 15(4), 180–195.

Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta.

Silaen, S. (2018). Social Research Methodology for Writing Thesis and Dissertation. Bogor: In Media.

Ghozali, I. (2018). Application of Multivariate Analysis with IBM SPSS 25. Semarang: Diponegoro University Publishing Agency.