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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) · pp. 58–67

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

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 118 co-authorship links · showing the 40 most connected

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  • Hasanuddin University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Sry RositaAffiliation unknown8
Syahmardi YacobAffiliation unknown6
Edward EdwardAffiliation unknown3
Sigit IndrawijayaAffiliation unknown2
Ade OctaviaAffiliation unknown2
Novita EkasariAffiliation unknown2
Musnaini MusnainiAffiliation unknown2
Ratih KusumastutiAffiliation unknown1
Elis KartikaAffiliation unknown1
Made Deviani DuajaAffiliation unknown1
Dahmiri DahmiriAffiliation unknown1
Kasirul FadliAffiliation unknown1
Dian Mala Fithriani AiraAffiliation unknown1
Zamzami ZamzamiAffiliation unknown1
Syahmardi YacubAffiliation unknown1
Sumarni SumarniHasanuddin University1
Sylvia Kartika Wulan BhayangkariAffiliation unknown1
Ade TitinifitaAffiliation unknown1
Yemmi SuwartiAffiliation unknown1
WAWAN NOVIANTOAffiliation unknown1
Idham KhalikAffiliation unknown1
Sonia RisyafaniAffiliation unknown1
Debora SimatupangAffiliation unknown1
Sylvia Kartika WBAffiliation unknown1
adeAffiliation unknown1
Johni Paul Karolus PasaribuAffiliation unknown1
syahmardiAffiliation unknown1
Iswento Rizki Manarissar RajagukgukAffiliation unknown1
Desta FitrianaAffiliation unknown1
Rusman RusmanHasanuddin University1
Zulfina AdrianiAffiliation unknown1
RusmanAffiliation unknown1
Husni HasbullahAffiliation unknown1
Ricky IshadiAffiliation unknown1
Bestina Sri JuniarAffiliation unknown1
Maruli Asi Tua SihombingAffiliation unknown1
Chaterina TereshaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<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>