<![CDATA[Bundling strategy is a marketing approach that combines multiple services into a single package to enhance customer attractiveness and loyalty. However, a gap remains between customer expectations and actual experiences with the offered bundles. This study aims to analyze the suitability of product bundling strategies implemented by internet service providers in Indonesia from the customer perspective. The research applies Market Basket Analysis (MBA) using the Apriori algorithm to identify association patterns among services based on customer transaction data and preference surveys. Data were collected through questionnaires distributed to 385 respondents, with validity and reliability tests indicating satisfactory results (Cronbach’s Alpha = 0.818). The analysis reveals a significant difference between existing service patterns, which are still dominated by basic services such as telephone, SMS, and regular internet, and customer expectations that emphasize integrated digital entertainment services, including Netflix, Spotify, Disney+, and Vidio. The highest confidence value (0.95) was identified in the association between Disney+ and Spotify with Netflix, indicating strong potential for digital entertainment-based bundling development. These findings suggest the need for innovative bundling packages, such as Ultimate Entertainment (Netflix + Disney+ + Spotify + Unlimited Internet), to improve customer satisfaction and loyalty.]]>
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