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Dita Nazalina Mustika
Universitas Garut
Economics, Econometrics & Finance Social Sciences

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PENGARUH BRAND IMAGE DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN WIFI INDIHOME DI GARUT Dita Nazalina Mustika; Magnaz Lestira Oktaroza; Husni Muharam
JURNAL LENTERA BISNIS Vol. 15 No. 3 (2026): JURNAL LENTERA BISNIS, SEPTEMBER 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i3.2545

Abstract

This study aims to describe Brand Image, Price Perception, and Customer Satisfaction and to examine the effect of Brand Image and Price Perception on the satisfaction of IndiHome WiFi customers in the Garut Urban Area. A descriptive and associative quantitative design was applied through a cross-sectional survey. Primary data were collected using a Likert-scale questionnaire from 97 customers selected by purposive sampling and were analyzed using descriptive analysis, classical assumption tests, and multiple linear regression in SPSS 26. The results show that all three variables fall into the high category. Brand Image has a positive effect on Customer Satisfaction (β = 0.527; t = 7.201; Sig. 0.000), as does Price Perception (β = 0.381; t = 5.209; Sig. 0.000). Simultaneously, both variables affect Customer Satisfaction (F = 80.540; Sig. 0.000) and explain 63.1% of its variance. This study provides empirical evidence from a non-metropolitan area that brand image and the fit between price and connection quality are closely associated with satisfaction with subscription-based home internet, and it offers a basis for providers to improve service reliability and price communication. The study is limited by its relatively small sample, its coverage of only six districts, and its non-probability sampling; therefore, the findings cannot be statistically generalized to all IndiHome customers in Garut Regency.
Co-Authors Husni Muharam Magnaz Lestira Oktaroza