Tangerang– Brand
Image and Service Quality Strengthen IM3 Customer Loyalty in Jakarta. The
latest research by Riska Mandasari and Agus Nurudin from Muhammadiyah
University Jakarta, published in the International Journal of Education and
Life Sciences (IJELS) Vol. 4 No. 2 (February 2026).
The
latest research from Riska Mandasari and Agus Nurudin from Muhammadiyah
University Jakarta reveals the main factors behind IM3 customer loyalty.
Competition in the telecommunications industry in Indonesia is increasingly
fierce, especially in the DKI Jakarta area as the center of national digital
activity. Amidst the dominance of Telkomsel and fierce competition with XL
Axiata, IM3 has shown stable growth in the number of customers and user
satisfaction.
IM3 Shows Stable Growth in a
Competitive Market
Industry data presented in the journal
(pages 110–111) show that:
- IM3
recorded 68.5 million active customers in 2024.
- Revenue
increased from IDR 46.8 trillion in 2022 to IDR 55.9 trillion in 2024.
- IM3’s
Average Revenue Per User (ARPU) rose from IDR 33,500 (2022) to IDR 36,000
(2024).
Meanwhile, the churn rate across
operators declined to 6.0 percent in 2024, and IM3’s Customer Satisfaction
Score (CSAT) improved to 85.13—higher than in 2022.
These figures indicate that customer loyalty is shaped not only by network performance but also by brand perception and overall service experience.
Research Method: Survey of 400 IM3
Customers
The study applied a quantitative
approach using covariance-based Structural Equation Modeling (SEM) with LISREL
8.8.
A total of 400 IM3 customers in DKI
Jakarta participated in the survey. Respondents were at least 18 years old and
had used IM3 services for a minimum of six months.
The model tested four main variables:
- Brand
Image
- Service
Quality
- Customer
Satisfaction
- Customer
Loyalty
The Goodness of Fit indicators (page
115) confirmed that the structural model was robust, with RMSEA at 0.025, CFI
at 0.984, and GFI at 0.909—indicating a strong model fit.
R-Square results (page 116) reveal
that:
- Customer
Satisfaction is explained 59 percent by Brand Image and Service Quality.
- Customer
Loyalty is explained 61.4 percent by Brand Image, Service Quality, and
Customer Satisfaction.
The model demonstrates strong explanatory power.
Brand Image and Service Quality Have
Significant Impact
Direct hypothesis testing (page 117)
shows:
- Brand
Image → Customer Satisfaction (coefficient 0.455; significant)
- Service
Quality → Customer Satisfaction (0.572; significant)
- Brand
Image → Customer Loyalty (0.132; significant)
- Service
Quality → Customer Loyalty (0.193; significant)
- Customer
Satisfaction → Customer Loyalty (0.519; significant)
Customer satisfaction has the strongest effect on loyalty, confirming it as the most dominant factor in shaping IM3 customer commitment.
Customer Satisfaction as a Powerful
Mediator
Indirect hypothesis testing (page 118)
indicates:
- Brand
Image → Loyalty through Satisfaction (effect 0.236; significant)
- Service
Quality → Loyalty through Satisfaction (effect 0.297; significant)
This means that improving brand
perception and service quality becomes more effective in building loyalty when
customers experience genuine satisfaction.
The findings support the Expectation Disconfirmation Theory, which states that satisfaction occurs when perceived service performance meets or exceeds customer expectations.
Strategic Implications for IM3
The research highlights several
strategic priorities:
- Strengthening
a modern, trustworthy, and innovative brand image builds customer
confidence.
- Enhancing
service quality—including network reliability, flexible data packages, and
responsive customer service—is essential.
- Loyalty
strategies must focus on delivering consistent and satisfying customer
experiences.
Product innovations such as Freedom Internet packages contribute to perceived value and sustained satisfaction among users.
Conclusion
Brand image and service quality
significantly influence IM3 customer loyalty, both directly and indirectly
through customer satisfaction.
Customer satisfaction emerges as the strategic bridge connecting marketing factors with long-term loyalty. In an increasingly saturated telecommunications market, differentiation depends not only on network performance but also on brand perception and the quality of customer experience.
Author Profiles
- Riska Mandasari- Muhammadiyah University of Jakarta
- Agus Nurudin- University of Jakarta
Research Source
Mandasari, R., & Nurudin, A. (2026). The Influence of IM3 Brand Image and Service Quality on Customer Loyalty through Customer Satisfaction Mediation in DKI Jakarta. International Journal of Education and Life Sciences (IJELS), Vol. 4 No. 2, 109–122.
DOI: https://doi.org/10.59890/ijels.v4i2.266
URL: https://ntlmultitechpublisher.my.id/index.php/ijels
0 Komentar