The Influence of Brand Image and Service Quality on Indihome Customer Loyalty at PT Telekomunikasi Indonesia (Telkom) in Gunungsitoli City
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Abstract
The rapid advancement of communication technology and the increasing demand for internet access have intensified competition among internet service providers in Indonesia. IndiHome, as a leading product of PT. Telekomunikasi Indonesia (Telkom), faces challenges in sustaining customer loyalty, particularly in regions such as Gunungsitoli City where infrastructure limitations often lead to unstable connections and delayed technical responses. This study aims to analyze the influence of brand image and service quality on customer loyalty toward IndiHome in Gunungsitoli. A quantitative approach was employed, with data collected through questionnaires distributed to 73 customers. The research variables included brand image and service quality as independent variables, and customer loyalty as the dependent variable. Data analysis was conducted using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination. The findings reveal that brand image has a positive and significant effect on customer loyalty. Similarly, service quality also exerts a positive and significant influence on customer loyalty. Simultaneously, both brand image and service quality significantly affect loyalty. The coefficient of determination (R²) of 0.529 indicates that 52.9% of customer loyalty is explained by these two variables, while the rest is influenced by other factors not examined in this study.
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How to Cite
Telaumbanua, R. A., Mendrofa, Y., Zalukhu, Y., & Bate'e, M. M. (2025). The Influence of Brand Image and Service Quality on Indihome Customer Loyalty at PT Telekomunikasi Indonesia (Telkom) in Gunungsitoli City. ProBisnis : Jurnal Manajemen, 16(5), 1247–1254. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1147
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Arsawan, I. W. E., Kariati, N. M., Shchokina, Y., Prayustika, P. A., Rustiarini, N. W., & Koval, V. (2022). INVIGORATING-EMPLOYEES-INNOVATIVE-WORK-BEHAVIOR-EXPLORING-THE-SEQUENTIAL-MEDIATING-ROLE-OF-ORGANIZATIONAL-COMMITMENT-AND-KNOWLEDGE-SHARING_2022_Vilnius-Gediminas-Technical-University.pdf. 23(1), 117–130.
Astuti, S. D., Riyanto, F., & Ingsih, K. (2023). Is Ethical Leadership Style More Suitable For Millennial State Civil Apparatus? Quality - Access to Success, 24(192), 249–260. https://doi.org/10.47750/QAS/24.192.29
Budaya, K., Pengembangan, D., & Daya, S. (2024). Program Magister Manajemen Administrasi Rumah Sakit, ARS University. Jurnal Jagaddhita: Pendidikan, Humaniora, Linguistik Dan Sosial, 22–28.
Carro-Suárez, J., Sarmiento-Paredes, S., & Rosano-Ortega, G. (2017). Organizational culture and its influence in business sustainability. The importance of culture in corporate sustainability | La cultura organizacional y su influencia en la sustentabilidad empresarial. La importancia de la cultura en la sustentabilidad em. Estudios Gerenciales, 33(145), 352–365.
Cave, J., Dredge, D., van’t Hullenaar, C., Koens Waddilove, A., Lebski, S., Mathieu, O., Mills, M., Parajuli, P., Pecot, M., Peeters, N., Ricaurte-Quijano, C., Rohl, C., Steele, J., Trauer, B., & Zanet, B. (2022). Regenerative tourism: the challenge of transformational leadership. Journal of Tourism Futures, 8(3), 298–311. https://doi.org/10.1108/JTF-02-2022-0036
Curado, C., Jerónimo, H. M., Henriques, P. L., & Tavares, M. (2022). Commitment in an organizational context: a SET-theoretic approach that provides management tools. Evidence-Based HRM, 10(1), 53–70. https://doi.org/10.1108/EBHRM-02-2021-0028
Easton, C., & Steyn, R. (2023). Millennial leaders and leadership styles displayed in the workplace. South African Journal of Business Management, 54(1), 1–10. https://doi.org/10.4102/sajbm.v54i1.3139
Garad, A., Haryono, S., Yaya, R., Pratolo, S., & Rahmawati, A. (2022). The Relationship Between Transformational Leadership, Improving Employee’s Performance and the Raising Efficiency of Organizations. Management and Production Engineering Review, 13(2), 15–30. https://doi.org/10.24425/mper.2022.142052
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Halawa, F., Sridadi, A. R., Hardiana, Y., Sundari, A., Zain, I. A. S., & Ramadhan, M. N. (2023). The Importance of Innovative Work Behavior in Era Industrial Revolution 4.0. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 13(1), 38. https://doi.org/10.30588/jmp.v13i1.1493
Hermawanto, A. R., Ahman, E., & Supriadi, Y. N. (2022). Mediation Effects of Organizational Commitment between Organization Citizenship Behavior, Transformational Leadership, and Quality of Work Life. Quality - Access to Success, 23(189), 107–117. https://doi.org/10.47750/QAS/23.189.13
Loughhead, M., Hodges, E., McIntyre, H., Procter, N. G., Barbara, A., Bickley, B., Harris, G., Huber, L., & Martinez, L. (2023). A model of lived experience leadership for transformative systems change: Activating Lived Experience Leadership (ALEL) project. Leadership in Health Services, 36(1), 9–23. https://doi.org/10.1108/LHS-04-2022-0045
Mahazan, J. O. O. dan M. (2024). Strategi Manajemen dalam Pengelolaan Sumber Daya Manusia Pasca Pandemi Covid-19: Literature Review Manajemen Sumber Daya Manusia. Journal of Business Technology and Economics, 1(2), 50–59. https://journal.pipuswina.com/index.php/jbte/about
Maulidiah, E. P., Budiantono, B., History, A., & Satisfaction, C. (2023). Jurnal economina. Jurnal Economina, 2(1), 2137–2146.
Muhammad Asir, Yuniawati, R. A., Mere, K., Sukardi, K., & Anwar, M. A. (2023). Peran manajemen risiko dalam meningkatkan kinerja perusahaan: studi manajemen sumber daya manusia. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 4(1), 32–42. https://doi.org/10.37631/ebisma.v4i1.844
Ndruru, Y., Halawa, F., Laia, A., & Laia, H. (2025). Pengaruh Gaya Kepemimpinan Transformasional Terhadap Kinerja Karyawan. KETIK : Jurnal Informatika Publisher : Faatuatua Media Karya, 02(06), 8–14.
Pamungkas, I. B., & Praditya, A. (2024). Tinjauan Pustaka: Dampak Teknologi Informasi Dan Komunikasi (Tik) Pada Praktik Manajemen Sumber Daya Manusia Di Era Digital. SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business, 7(3), 610–624. https://doi.org/10.37481/sjr.v7i3.904
Pant, N., Aasuri, N., Shaikh, M. A., & Access, O. (2024). Cardiovascular Health in Young Adults. Archives of Medical Reports, 1(1), 14–20.
Permata, I., Lombu, S., Zebua, A. I., Lase, N., & Harefa, K. A. (2025). Motivasi , Kepemimpinan dan Kinerja Pegawai : Sintesis Literatur. Tuhenori: Jurnal Ilmiah Multidisiplin, 3, 103–110.
Pillai, R. H., & Arumugan, A. (2023). Comparative Analysis Between Banking and Insurance Sector on Perception of Transformational Leadership Styles. International Journal of Professional Business Review, 8(5), 1–14. https://doi.org/10.26668/businessreview/2023.v8i5.1458
Prabhu, H. M., & Srivastava, A. K. (2023). CEO Transformational Leadership, Supply Chain Agility and Firm Performance: A TISM Modeling among SMEs. Global Journal of Flexible Systems Management, 24(1), 51–65. https://doi.org/10.1007/s40171-022-00323-y
Rohman, F., Noermijati, N., Mugiono, M., & Soelton, M. (2023). The role of quality assurance in improving the distribution of organizational performance. Uncertain Supply Chain Management, 11(1), 237–248. https://doi.org/10.5267/j.uscm.2022.10.003
Sciences, M. (2022). Leadership styles and effectiveness in the workplace: A perspective of the millennial generation | Easton | South African Journal of Economic and Management Sciences. 1–10. https://sajems.org/index.php/sajems/article/view/4541/2597
Sobari, M., & Tussoleha Rony, Z. (2025). Sistem Rekrutmen, Seleksi, Kompetensi dan Pelatihan Dalam Manajemen Sumber Daya Manusia untuk Mencapai Keunggulan Kompetitif (Systemic Literature Review). Jurnal Manajemen Dan Pemasaran Digital, 3(1), 10–20. https://doi.org/10.38035/jmpd.v3i1.288
Stark, J., Reif, J. A. M., & Schiebler, T. (2022). What leaders tell and employees hear – an intention-perception model of storytelling in leadership. Organization Management Journal, 19(2), 72–83. https://doi.org/10.1108/OMJ-02-2021-1156
Sulaiman, T., Hadna, A. H., Darwin, M., & Kutanegara, P. M. (2023). The Transformational Leadership, Public Service Motivation And Perfomance Of Handling The Covid-19 Pandemic : The Army Soldiers In Implementing Military Operations. Quality - Access to Success, 24(193), 176–181. https://doi.org/10.47750/QAS/24.193.19
Waruwu, E. (2024). the Global Workforce: Challenges and Opportunities in International Human Resource Management. Journal of Management : Small and Medium Enterprises (SMEs), 17(2), 391–401. https://doi.org/10.35508/jom.v17i2.15085