Key Drivers of IndiHome Customer Satisfaction: How AI Quality and Fair Pricing Build Trust

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FORMOSA NEWS

AI-based service quality, digital experience, and perceived fair pricing provenly act as primary drivers in boosting customer satisfaction through the mediating role of customer trust. This recent study was conducted by Bunga Ayuwangi, Tri Andjarwati, and I Dewa Ketut Raka Ardiana from the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, and published in July 2026. This research is vital for addressing the challenges of the digital telecommunications industry amidst national internet penetration reaching 80.66%.

Society's need for stable internet connectivity continues to surge alongside massive digital transformation across various sectors. Amid intense competition in Indonesia's home broadband market, service providers are racing to integrate modern technologies such as virtual assistants and chatbots to streamline interactions. However, the effectiveness of these advanced technologies in meeting user expectations at a local level, particularly in non-metropolitan areas like Kediri City, requires comprehensive scientific evaluation.

To examine this phenomenon, the study adopted a quantitative approach involving 180 active IndiHome customers in Kediri. Sample selection was carried out using a purposive sampling technique, where all data were collected through a five-point Likert scale questionnaire. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4 software.

Data analysis results indicate several key findings as follows:

• AI-based service quality, digital experience, and perceived fair pricing positively and significantly enhance customer trust and satisfaction.
• Customer trust variables are proven capable of significantly mediating the relationship of AI-based service quality, digital experience, and fair pricing toward customer satisfaction.
• This research model explains 78.2% of the variance in customer satisfaction and 46.2% of the variance in customer trust.

These findings confirm that digital service strategies will not yield optimal impact unless balanced with price transparency and system reliability capable of fostering a sense of security among users. Telecommunication companies are advised to continuously strengthen artificial intelligence capabilities and maintain reasonable tariff rates to preserve long-term loyalty amid tight industry competition.

Author Profiles

• Bunga Ayuwangi – Student in the Management Study Program, Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya.
• Dr. Tri Andjarwati, M.M. – Lecturer and researcher at the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya.
• Dr. I Dewa Ketut Raka Ardiana, M.Si. – Lecturer and researcher at the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya.

Research Sources:

• Article Title: The Effect of AI-Based Service Quality, Digital Experience, and Perceived Fair Pricing on Customer Satisfaction with Customer Trust as a Mediation Variable on Indihome Customer in Kediri
• Journal Name: International Journal of Management Analytics (IJMA)
• Publication Year: 2026
• DOI: https://doi.org/10.59890/ijma.v4i3.16