Abstract:
This study aims to analyze the influence of price, service quality, and brand image on
customer loyalty of Telkomsel. The background of this research is the intense
competition in the Indonesian telecommunications industry which requires operators
to maintain customer loyalty. The independent variables in this study are price (X₁),
service quality (X₂), and brand image (X₃), while the dependent variable is customer
loyalty (Y). This research uses a quantitative approach with a survey method. The
research sample consisted of 100 respondents who are Telkomsel service users,
selected through purposive sampling technique. Data were collected through an
online questionnaire using a 1-5 Likert scale. Data analysis was performed using
SPSS software. Instrument tests included validity and reliability tests, while classical
assumption tests included normality test, multicollinearity test, and heteroscedasticity
test. The results showed that simultaneously, price, service quality, and brand image
have a positive and significant effect on customer loyalty. Partially, all three variables
also showed a positive and significant effect on customer loyalty. Among these three
variables, brand image was found to have the most dominant influence on customer
loyalty. The coefficient of determination indicates that most of the variation in
customer loyalty can be explained by these three independent variables, while the
remainder is explained by other factors outside the study.The conclusion of this study
is that price, service quality, and brand image both simultaneously and partially have
a positive and significant effect on Telkomsel customer loyalty. The managerial
implication of this research is that Telkomsel needs to maintain and improve its
service quality and brand image, while maintaining price competitiveness to retain
customer loyalty amidst the increasingly competitive telecommunications industry.
