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All Journal JURNAL MANAJEMEN AKUNTANSI (JUMSI) Jurnal Fokus Manajemen
Pulungan, Tio Candra
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Pengguna Kartu Telkomsel Yang Dimoderasi Oleh Brand Image Pada CV. Sinar Telekom Pulungan, Tio Candra; B., Mesra
Jurnal Manajemen Akuntansi (JUMSI) Vol 5, No 3: 2025
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/jumsi.v5i3.7767

Abstract

This study aims to determine the effect of product quality and price on the satisfaction of Telkomsel card users moderated by brand image at CV Sinar Telekom. This type of research is quantitative. The population in this study were consumers who purchased Telkomsel cards at CV Sinar Telekom. With the Accidental Sampling sampling technique using the lemeshow formula, a sample of 100 respondents was obtained. The data analysis technique used in this study is the Data analysis technique in this study uses descriptive statistical analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of this study indicate that product quality does not affect consumer satisfaction. However, price affects consumer satisfaction. In addition, brand image can strengthen the influence of product quality and price on consumer satisfaction of Telkomsel cards at CV Sinar Telekom.
The Influence of Product Quality and Digital Marketing on Telkomsel Card User Satisfaction Moderated by Brand Image at CV Sinar Telekom Pulungan, Tio Candra; B, Mesra; Harianto, Harianto
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.10967

Abstract

Objective: This study aims to determine the effect of product quality and digital marketing on Telkomsel cardholder satisfaction, moderated by brand image at CV Sinar Telekom. Research Methodology: This study is quantitative. The subjects were consumers who purchased Telkomsel cards at CV Sinar Telekom. A sample of 100 respondents was drawn using an unanticipated sampling technique based on the Lemeshow formula. Data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM).Results: The results indicate that customer satisfaction is not influenced by product quality. However, customer satisfaction is influenced by digital marketing. In addition, brand image moderates the effect of product quality and digital marketing on customer satisfaction. Limitations: This study only covers Telkomsel cardholders at CV Sinar Telekom and the sample size is limited, so generalizing the results to a wider population requires caution. Contribution: This study contributes to the field of marketing and brand management, particularly in digital marketing strategies and customer satisfaction development in the telecommunications industry.
Co-Authors B, Mesra B., Mesra Harianto Harianto