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All Journal World Chemical Engineering Journal Jurnal Dinamika Pengabdian (JDP) Journal Of Chemical Process Engineering (JCPE) Jurnal Ilmiah Manajemen "E M O R" Management and Economics Journal (MEC-J) SEIKO : Journal of Management & Business Jurnal BISNIS & KEWIRAUSAHAAN Etika Demokrasi EQIEN - JURNAL EKONOMI DAN BISNIS Journal on Education Jurnal Ilmu Manajemen (JIMMU) YUME : Journal of Management Jambura Science of Management JURNAL MANAJEMEN BISNIS Jurnal Sosio Sains Proximal: Jurnal Penelitian Matematika dan Pendidikan Matematika International Journal of Management Progress Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Akuntansi Kesatuan ILTEK : Jurnal Teknologi Jurnal Ilmiah Akuntansi Peradaban El-Iqtishod: Jurnal Ekonomi Syariah International Journal of Business, Law, and Education INVOICE : JURNAL ILMU AKUNTANSI Golden Ratio of Mapping Idea and Literature Format Tata Kelola Amsir Management Journal Journal of Accounting and Finance (JAF) Journal of Management and Administration Provision Innovative: Journal Of Social Science Research Moneta: Jurnal Manajemen & Keuangan Syariah PUBLICA: Jurnal Pengabdian Masyarakat Center of Economic Students Journal (CSEJ) Paradoks : Jurnal Ilmu Ekonomi ILTEK : Jurnal Teknologi Jurnal Bisnis dan Kewirausahaan Amsir Community Service Journal Public Service And Governance Journal Journal Of Chemical Process Engineering IECON: International Economics and Business Conference
Basri Modding
Fakultas Ekonomi & Bisnis, Universitas Muslim Indonesia
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Journal : Jurnal Ilmiah Manajemen Kesatuan

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The Relationship between Pricing and Brand Strategy with Customer Satisfaction Levels Putra, Pandi; Modding, Basri; Tijjang, Bakhtiar; Nurfadhilah, Nurfadhilah; Safrida, Safrida
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 3 (2025): JIMKES Edisi Mei 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i3.3276

Abstract

The telecommunications industry in Indonesia faces intense competition, prompting companies like Telkomsel to optimize pricing and brand strategies to enhance customer satisfaction. This study examines the influence of price and brand equity on customer satisfaction among Telkomsel’s 5G service users at the PT. Telkomsel Branch in Pinrang Regency. Employing a quantitative descriptive approach, data were collected from 45 respondents through incidental sampling using observation, interviews, questionnaires, documentation, and literature reviews. Multiple linear regression analysis was conducted using SPSS 26. The findings reveal that price significantly affects customer satisfaction (t = 2.649, p = 0.011 < 0.05), indicating that competitive pricing enhances perceived value. Brand equity also has a significant impact (t = 7.665, p = 0.000 < 0.05), with its stronger influence (beta = 0.707) highlighting the role of brand reputation in driving satisfaction. Together, price and brand equity explain 72.5% of satisfaction variance (F = 55.358, p = 0.000 < 0.05). The study concludes that Telkomsel should maintain competitive pricing and strengthen brand equity through enhanced network reliability and marketing to sustain customer loyalty in Pinrang Regency’s competitive market. These insights provide strategic recommendations for optimizing 5G service offerings.
Co-Authors ABDUL GANI Abdul Rahman Abdullah, Ruslan Achmad Gani Achmad Gani Achmad Gani Achmad Gani Achmad Gani Adhi Hilardi Aditya Halim Perdana Kusuma Putra Putra Akhmad Syahid Alamsyah Amir Mahmud Amir Mahmud Amiruddin Amiruddin Amiruddin, Amiruddin Amiruddin, Yudistira Putra Andi Aladin Andi Bunyamin Andi Haslindah Andi Lukman Andi Nirwana Nur Andirwan Annas Plyriadi Annas Priyadi Annisa Fitriah Mudassir Arfah, Aryati Aslan Azhari Atika Atika Azhari, Aslan Azizah Mirdin, Andi Azzah B, Herman Baharuddin Sammaila Baharuddin Semmaila Basalamah, Muhammad Syafi'i A. BEDDU, MEGAWATI Burhan Burhan, Burhan Burhanuddin Burhanuddin Burhanuddin Burhanuddin Dahlia Dahlia Darwis Lannai Darwis Lannai Diah Ayu Gustiningsih Dinsar, Arfandi Fitrohdin Wahyu Sayekti G, Andi Mugni Rizki Gani, Achriansyah Achmad Hamid, Syarwan Hamzah Hafied Hartati Hartati Haslindah, Andi I Gusti Agung Komang Diafari Djuni Hartawan Ibrahim Dani Ilham Labbase Junaidin Zakaria Kadir, Djamaluddin Kalla, Rastina Kamase, Jeni Labbase, Ilham Lannai , Darwis Lastri Wiyani Lastri Wiyani Lukman, Andi Lusiana, Sri Machmud, Kartika Mahathir Mohamad Mahfud nurnajamudin Mahyus Mahyus Mansyur Ramly Martin Miftah, Hermaji Muh Arman Muh. Nur Akbar Muhammad Rivan Maulana Murfat, Moh Zulkifli Mursalim . Mursalim . Mursalim Mursalim Mursalim Mursalim Mursalim Mursalim Mustadir Mustadir Mustafa, Nurul Makka Nirwana Sampara NUR ANDAYANI Nurfadhilah, Nurfadhilah Nurhayati Azis Nurlaelah Nurlaelah Nurtan, Dzulfiqar Nurul Makka Mustafa Nurwana, Nurwana Patandianan, Sinaria Plyriadi, Annas Pramukti, Andika Rahman Mus Rahmatullah, Resky Alqadri Randi Ariady Suwardi Ratna Dewi Ratnasari Ratnasari Reken, Feky Resky Alqadri Rahmatullah Ridwan, Risvina Roslina Alam Rukmana Amar, Auliya Sabri Hasan Safrida Safrida Safrida Santika, Nilan Selong, Abbas Seniorita Seniorita Serlin serang Setyawati Yani Sitti Sukmawati S. Sudirman, Irmayanti Sufri, Mukhlis Suharmin Syarif Suriyanti Syamrul, Syamrul Syamsu Alam Syarief, Takdir Syarwan Hamid Takdir Syarif Takdir Syarif Takdir Syarif Thalib, Najdah Tijjang, Bakhtiar Usman Rahman Yusriana Sri Ana Yusuf Alfian Rendra Anggoro KR Zaenal Arifin Zakaria, Junaidin