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

Bunga Ayuwangi; Tri Andjarwati; I Dewa Ketut Raka Ardiana

doi:10.59890/ijma.v4i3.16

Authors

Bunga Ayuwangi Universitas 17 Agustus 1945 Surabaya
Tri Andjarwati Universitas 17 Agustus 1945 Surabaya
I Dewa Ketut Raka Ardiana Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.59890/ijma.v4i3.16

Keywords:

AI-Based Service Quality, Digital Experience, Perceived Fair Pricing, Customer Trust, Customer Satisfaction

Abstract

This study aims to analyze the influence of AI-Based Service Quality, Digital Experience, and Perceived Fair Pricing on Customer Satisfaction with Customer Trust as a mediating variable on IndiHome customers in Kediri. The study used a quantitative approach with a purposive sampling technique on 180 respondents. Data were collected through questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results showed that AI-Based Service Quality, Digital Experience, and Perceived Fair Pricing significantly influenced Customer Trust and Customer Satisfaction. Customer Trust also significantly influenced Customer Satisfaction and mediated the influence of AI-Based Service Quality, Digital Experience, and Perceived Fair Pricing on Customer Satisfaction. These findings demonstrate the importance of Customer Trust in increasing Customer Satisfaction in digital-based internet services.

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