Abstract:

This study focuses on the decline in an Indonesian internet provider market share despite increasing revenue and number of customers. This phenomenon is interesting to study further, especially considering the importance of customer satisfaction in maintaining market share. There are few studies that specifically analyze the influence of brand image and brand awareness on continuance intention on fixed broadband products, especially in Indonesia. This study aims to fill the gap in the literature by analyzing the influence of brand image and brand awareness on continuance intention through customer satisfaction on internet provider products in Indonesia. By distributing a structured survey, we took a quantitative strategy. To analyze the data we collected, we used the SEM-PLS method. Our findings show how Brand Image has a positive and significant effect on Customer Satisfaction, Continuance Intention has a positive and significant effect on Customer Satisfaction and Brand Awareness has a positive and significant effect on Continuance Intention through Customer Satisfaction. On the other hand, Brand Awareness does not have a significant effect on Continuance Intention and Customer Satisfaction either directly or indirectly. Also, Brand Image does not significantly affect Continuance Intention.