THE EFFECT OF PRODUCT QUALITY ON CUSTOMER SATISFACTION: A CASE STUDY AT PT RINAYA DWI SINERGI

Iconnet is an Indonesian state-owned company that provides fiber optic-based broadband internet services from PT Indonesia Comnets Plus (ICON+), a subsidiary of PT PLN (Persero). Internet service companies experiencing rapid consumer growth must consistently uphold their customer satisfaction levels. This study aims to analyze the effect of iconnet product quality on customer satisfaction at PT Rinaya Dwi Sinergi Banjarbaru. Product quality is a key factor in maintaining and increasing customer satisfaction, especially in the highly competitive internet service provider industry. The Iconnets' customers received a questionnaire as a data collection tool for this quantitative study. The results of the study indicate that product quality has a positive and significant effect on customer satisfaction. Linear regression testing shows that improving product quality, including internet speed, connection stability, and package variations, contributes to customer satisfaction levels. These findings indicate that improving product quality, especially in terms of speed and connection stability, can directly increase customer satisfaction. The study's results predict that PT Rinaya Dwi Sinergi will persist in enhancing the quality of its Iconnet products to sustain and enhance customer loyalty.