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The INFLUENCE OF PRICE AND SERVICE QUALITY ON CUSTOMER LOYALTY OF INTERNET SERVICE PROVIDERS IN KOTA JAMBI

Journal of Business Studies and Management Review · Vol. 9 No. 1 (2025) · hlm. 58–67

DOI
10.22437/jbsmr.v9i1.51917
ISSN
2597-6265, 2597-369X
Terbit
2025-12-31
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to analyze the influence of price and service quality on customer loyalty toward internet service providers in Jambi City, with digital dependency as a moderating variable. The rising penetration of internet usage has intensified competition among service providers, making pricing strategies and service quality critical factors in retaining customers. A quantitative approach was employed through a survey of 384 customers, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that both price and service quality have a positive and significant effect on customer loyalty, with service quality exerting a stronger influence than price. Digital dependency significantly moderates the relationship between price and customer loyalty, weakening its impact, whereas in the relationship between service quality and customer loyalty, it significantly strengthens the effect. These findings indicate that among customers with high levels of digital dependency, service quality becomes a more dominant factor than price. The implications of this study emphasize the need for internet service providers to combine competitive pricing strategies with continuous improvement in service quality, while also considering customers’ levels of digital dependency when designing effective retention strategies.

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  • Universitas Jambi
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Rekan penulisOrganisasiArtikel bersama
Syahmardi YacobUniversitas Jambi5
Sry RositaUniversitas Jambi5
Edward EdwardUniversitas Jambi2
Ade OctaviaUniversitas Jambi2
Ratih KusumastutiUniversitas Jambi1
Elis KartikaUniversitas Jambi1
Made Deviani DuajaUniversitas Jambi1
Dian Mala Fithriani AiraUniversitas Jambi1
Sigit IndrawijayaUniversitas Jambi1
Zamzami ZamzamiAfiliasi tidak diketahui1
Syahmardi YacubAfiliasi tidak diketahui1
Sylvia Kartika Wulan BhayangkariUniversitas Jambi1
Ade TitinifitaUniversitas Jambi1
Sumarni SumarniAfiliasi tidak diketahui1
Yemmi SuwartiUniversitas Jambi1
Wawan NoviantoAfiliasi tidak diketahui1
Idham KhalikUniversitas Jambi1
Sonia RisyafaniUniversitas Jambi1
adeAfiliasi tidak diketahui1
syahmardiAfiliasi tidak diketahui1
Johni Paul Karolus PasaribuAfiliasi tidak diketahui1
Iswento Rizki Manarissar RajagukgukUniversitas Jambi1
Novita EkasariUniversitas Jambi1
Desta FitrianaUniversitas Jambi1
RusmanAfiliasi tidak diketahui1
Zulfina AdrianiUniversitas Jambi1
Rusman RusmanUniversitas Jambi1
Chaterina TereshaAfiliasi tidak diketahui1
Musnaini MusnainiAfiliasi tidak diketahui1
Suswita RozaUniversitas Jambi1
Muhammad HabibiAfiliasi tidak diketahui1
Suci Novtari Kumala DewiAfiliasi tidak diketahui1
Wahya Iffa LubisUniversitas Jambi1
Musnaini MusnainiUniversitas Jambi1
M. ArjunAfiliasi tidak diketahui1
Ely Esra SihalohoUniversitas Jambi1
Islahani IslahaniAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">The INFLUENCE OF PRICE AND SERVICE QUALITY ON CUSTOMER LOYALTY OF INTERNET SERVICE PROVIDERS IN KOTA JAMBI</dc:title>
	<dc:creator xml:lang="en">Gufron</dc:creator>
	<dc:creator xml:lang="en">Johannes, Johannes</dc:creator>
	<dc:creator xml:lang="en">Fazri, Andang</dc:creator>
	<dc:subject xml:lang="en">Price</dc:subject>
	<dc:subject xml:lang="en">Service Quality</dc:subject>
	<dc:subject xml:lang="en">Customer Loyalty</dc:subject>
	<dc:subject xml:lang="en">Dgital dependency</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the influence of price and service quality on customer loyalty toward internet service providers in Jambi City, with digital dependency as a moderating variable. The rising penetration of internet usage has intensified competition among service providers, making pricing strategies and service quality critical factors in retaining customers. A quantitative approach was employed through a survey of 384 customers, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that both price and service quality have a positive and significant effect on customer loyalty, with service quality exerting a stronger influence than price. Digital dependency significantly moderates the relationship between price and customer loyalty, weakening its impact, whereas in the relationship between service quality and customer loyalty, it significantly strengthens the effect. These findings indicate that among customers with high levels of digital dependency, service quality becomes a more dominant factor than price. The implications of this study emphasize the need for internet service providers to combine competitive pricing strategies with continuous improvement in service quality, while also considering customers’ levels of digital dependency when designing effective retention strategies.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/51917</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i1.51917</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025; 58-67</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/51917/23206</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Gufron</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>