<![CDATA[This research aims to synthesize prior empirical findings on the effect of promotion and product quality on customer satisfaction within Indonesia's mobile telecommunications industry, contextualized within the declining subscriber trend experienced by PT Indosat Ooredoo Hutchison Tbk, whose customer base fell from 102.2 million in 2022 to 94.7 million in 2024. A Systematic Literature Review guided by the PRISMA framework was employed, drawing on secondary data from Google Scholar, Garuda Kemdikbud, and SINTA published between 2015 and 2025. Following a structured four stage selection process, ten eligible articles were synthesized descriptively and qualitatively. The findings indicate that product quality consistently exerts a positive and significant effect on customer satisfaction across nearly all reviewed studies, whereas promotion shows a generally positive but less consistent effect, with one study reporting a negative and insignificant relationship. These findings suggest that the decline in Indosat Ooredoo Hutchison's subscriber base is more plausibly linked to network and service quality issues than to insufficient promotional intensity, implying that infrastructure improvement should take precedence over promotional campaigns in customer retention strategy.]]>
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