Effects of Brand Image, Product Quality, Price on Telkomsel SIM Card User Loyalty Among Students

Purpose: This study examines the effects of brand image, product quality, price, and customer satisfaction on Telkomsel SIM card user loyalty among undergraduate students of the Faculty of Economics and Business, Universitas Labuhanbatu.

Research Methodology: A quantitative survey was conducted using convenience sampling involving 100 Telkomsel SIM card users. Data were collected through an online questionnaire with a five-point Likert scale. Classical assumption tests confirmed the suitability of the regression model, and multiple linear regression analysis was performed using SPSS.

Results: The regression model was formulated as Y = 2.459 + 0.267X1 + 0.122X2 + 0.355X3 + 0.280X4. Brand image (p = .029), price (p < .001), and customer satisfaction (p < .001) positively and significantly influenced user loyalty, whereas product quality (p = .057) showed no significant effect. Simultaneously, all independent variables significantly affected loyalty (F = 50.321, p < .001). Price was the strongest predictor (β = 0.338), followed by customer satisfaction (β = 0.324), brand image (β = 0.179), and product quality (β = 0.152).

Conclusions: Brand image, price, and customer satisfaction are significant determinants of student loyalty toward Telkomsel SIM cards, while product quality does not significantly influence loyalty.

Limitations: The study was limited to a convenience sample from one faculty at a single university and employed a cross-sectional design.

Contributions: The findings provide practical guidance for Telkomsel’s marketing strategy and enrich the literature on customer loyalty in Indonesia’s telecommunications sector.