Hubungan Antara Kualitas Produk, Harga, dan Kesadaran Merek Terhadap Kepuasan Konsumen GIG by Indosat Ooredoo di Apartemen Kalibata City

The Influence of Product Quality, Price, and Brand Awareness on Consumer Satisfaction with GIG by Indosat Ooredoo at Kalibata City Apartments

Abstract

Introduction: In the era of globalization, the internet has become a vital necessity in daily life. In response to this demand, PT Indosat Mega Media and PT Indosat Ooredoo Tbk collaborated in 2015 to launch GIG by Indosat Ooredoo, a fiber-optic-based internet service. This study aims to analyze the most dominant factors influencing consumer satisfaction with the GIG service. The independent variables assessed are product quality, price, and brand awareness, while the dependent variable is customer satisfaction.

Methods: The study employed a quantitative research method. The population comprised users of GIG by Indosat Ooredoo, with a sample size of 85 respondents selected using purposive sampling. The analysis involved tests of validity, reliability, univariate, and bivariate analysis.

Results: The results showed that price had the most significant influence on customer satisfaction, with a p-value of 0.013 and an odds ratio of 4.345. This was followed by product quality (p-value = 0.019, odds ratio = 3.188), and then brand awareness (p-value = 0.022, odds ratio = 3.127). All variables had p-values < 0.05, indicating statistically significant relationships with customer satisfaction.

Discussion: The findings suggest that price is the most influential factor in determining customer satisfaction, followed by product quality and brand awareness. Although all variables are significantly related to satisfaction, brand awareness had the least impact. To enhance consumer satisfaction, GIG by Indosat Ooredoo is advised to strengthen product features, improve network and signal quality, and maintain a competitive pricing strategy.