<![CDATA[Increasing competition in the internet service provider industry requires companies to continuously improve customer satisfaction through better service quality, competitive pricing, and stronger customer trust. This study aims to examine the influence of WiFi internet service quality, pricing strategies, and trust on customer satisfaction at PT Zona Mabar. A quantitative research approach with an explanatory design was employed to analyze the relationships among the variables. The study involved 121 respondents selected using purposive sampling. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that WiFi internet service quality has a positive and significant effect on customer satisfaction, indicating that reliable, responsive, and stable internet services contribute to a better customer experience. Pricing strategies also demonstrate a positive and significant influence, suggesting that fair and competitive pricing enhances customers’ perceived value. In addition, trust significantly affects customer satisfaction, reflecting the importance of credibility, transparency, and service reliability in fostering positive customer perceptions. Overall, the results confirm that service quality, pricing strategies, and trust are key determinants of customer satisfaction. Therefore, PT Zona Mabar should prioritize continuous service improvement, maintain competitive pricing, and strengthen customer trust to increase customer satisfaction, retain existing customers, and improve its competitive position in the internet service provider industry]]>
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