The Role Of Customer Satisfaction In Mediating The Influence Of Service Quality And Product Quality On Customer Loyalty (Study On Indihome Users In Denpasar City)

Abstract

This study examines the mediating role of customer satisfaction in the relationships between service quality, product quality, and customer loyalty among IndiHome users in Denpasar City. A survey of 100 eligible customers was analyzed using partial least squares structural equation modeling (PLS-SEM). Service quality and product quality were positively related to satisfaction (β = 0.456 and 0.267) and loyalty (β = 0.254 and 0.174). Satisfaction was positively associated with loyalty (β = 0.450). The indirect effects through satisfaction were significant for service quality (β = 0.205; p < 0.001) and product quality (β = 0.120; p = 0.006), indicating complementary partial mediation. The findings suggest that improving technical product performance and customer service together may support retention among broadband subscribers.