The Influence of Product Quality and Service Quality on Customer Loyalty to PT Indosat Ooredoo Products

Abstract

The rapid development of technology in the digital era, especially in the telecommunications sector, has changed the way people communicate and access information. PT Indosat Ooredoo Hutchison, as one of the largest telecommunications service providers in Indonesia, continues to innovate in improving product and service quality to maintain customer loyalty. This study aims to analyze the influence of product quality and service quality on customer loyalty of PT Indosat Ooredoo partially and simultaneously. The research method used is associative quantitative, with data collection techniques in the form of interviews and questionnaires to active Indosat customers, as well as secondary data from official reports and publications. The results of the analysis show that product quality has a positive and significant effect on customer loyalty with a significance value of 0.002 < 0.05. Similarly, service quality shows a positive and significant effect with a significance value of 0.000 < 0.05. These two variables together contribute 65.2% to customer loyalty, while the remaining 34.8% is influenced by other variables outside this study. These findings indicate that improving network performance, product features, and responsive and friendly service are important factors in maintaining and increasing customer loyalty. Therefore, a strategy focused on strengthening product and service quality is a crucial step for PT Indosat Ooredoo in facing the increasingly competitive telecommunications industry.