THE INFLUENCE OF CUSTOMER VALUE, CUSTOMER SATISFACTION AND BRAND TRUST ON CUSTOMER LOYALTY OF PT SKYNET INDONESIA IN BATAM

Abstract

This study investigates the influence of customer value, customer satisfaction, and brand trust on customer loyalty at PT Skynet Indonesia in Batam. The rapid advancement of technology has made internet services essential in modern life, influencing various sectors including household, corporate, and educational environments. PT Skynet Indonesia, as an Internet Service Provider (ISP), aims to enhance its service quality to meet increasing customer demands. This research uses quantitative methods with a positivist approach, focusing on associative analysis to explore causal relationships between variables. Data were collected from 1125 loyal customers using purposive sampling and analyzed using SEM with Smart PLS 3 software. The findings reveal that customer value, satisfaction, and brand trust significantly influence customer loyalty, individually and collectively. These insights can help PT Skynet Indonesia improve customer retention strategies and offer better services.