S udies Managemen and Finance Economics, o Jou nal
0504-2644 (online): ISSN 0490,-2644 (p in ): ISSN
5202 No embe 11 Issue 80 Volume
8.317 Fac o : Impac ,32-i11-10.47191/je ms/ 8 DOI: A icle
7743-7431 No: Page
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7431
Explo ing B and Expe ience, Fi m-Gene a ed Con en , and T us as
De e minan s o Cus ome Sa is ac ion in Indonesia's Telecommunica ions
Sec o
Tasya Muha amah1, Ha asnuddin2, Sya uddin Chan3*
1,2,3Magis e Managemen P og am, Facul y o Economics and Business, Uni e si as Syiah Kuala
ABSTRACT: This s udy in es iga es he in luence o b and expe ience and i m-gene a ed con en on b and us and cus ome
sa is ac ion wi hin Indonesia’s elecommunica ions sec o , ocusing on Telkomsel P epaid use s in Aceh P o ince. Despi e
Telkomsel’s dominan ma ke sha e and supe io ne wo k in as uc u e, ecen declines in use numbe s sugges a gap be ween
b and p omise and ac ual cus ome expe ience. D awing on heo ies o expe ien ial ma ke ing and digi al b and communica ion,
his esea ch explo es how emo ional engagemen and con en c edibili y shape consume us and sa is ac ion. Using a
quan i a i e explana o y design, da a we e collec ed om 204 esponden s ia s uc u ed online su eys and analyzed using Pa ial
Leas Squa es–S uc u al Equa ion Modeling (PLS-SEM). The esul s e eal ha b and expe ience signi ican ly a ec s bo h b and
us and cus ome sa is ac ion, while i m-gene a ed con en posi i ely in luences b and us bu has no di ec impac on
sa is ac ion. B and us eme ges as a s ong media o , linking b and expe ience and con en c edibili y o o e all sa is ac ion.
Mul i-g oup analysis shows no signi ican gene a ional di e ences, indica ing ha us and expe ience a e uni e sally in luen ial
ac oss age segmen s. These indings unde sco e he impo ance o aligning p omo ional con en wi h ac ual se ice quali y o
main ain b and c edibili y. Manage ially, Telkomsel should p io i ize expe ience-based ma ke ing s a egies and esponsi e digi al
communica ion o enhance emo ional alue and us . The s udy con ibu es o he li e a u e by in eg a ing i m-gene a ed con en
and b and expe ience in o a uni ied model o sa is ac ion, o e ing p ac ical insigh s o imp o ing digi al engagemen and loyal y
in compe i i e elecom ma ke s. Fu u e esea ch is encou aged o expand he geog aphic scope and inco po a e use -gene a ed
con en o a mo e holis ic unde s anding o b and dynamics.
INTRODUCTION
The de elopmen o elecommunica ions echnology in Indonesia has shown a e y apid pace o e he pas wo decades. The
inc easing public demand o digi al communica ions and in e ne access has made his indus y one o he mos dynamic sec o s
in he e a o digi al ans o ma ion (Pu a & Sa i, 2023). Today, communica ion se ices encompass no only elephone calls and
ex messages bu also high-speed da a, suppo ing economic, educa ional, and social ac i i ies (Hidaya , 2022). This g ow h opens
up signi ican oppo uni ies o cellula ope a o s o expand hei ma ke sha e, while simul aneously c ea ing in ense compe i ion
among companies o a ac and e ain cus ome s (Su an o, 2021).
Among he majo ope a o s in Indonesia, PT Telekomunikasi Selula (Telkomsel) holds he op posi ion in ma ke sha e. Based on
he 2024 Top B and Index o he p epaid cellula ca d ca ego y, Telkomsel P epaid sco ed 41.6%, a su passing IM3 (15.5%), T i
(13.6%), and XL P epaid (9.1%) (Top B and Awa d, 2024). This achie emen demons a es he s eng h o he Telkomsel b and as a
op-o -mind b and ha is mos emembe ed and used by consume s. Ope a ionally, Telkomsel manages 159.66 million cus ome s
wi h 257,349 BTS and an a e age e enue pe use (ARPU) o IDR 45,300, a abo e Indosa (IDR 37,500) and XL Axia a (IDR 44,000)
(Telkomsel Annual Repo , 2024). This supe io ne wo k co e age and ARPU alue con i m Telkomsel's posi ion as an indus y
leade (Su yani, 2024).
Howe e , his supe io i y does no always ansla e in o s able cus ome numbe s. Telkomsel da a shows a luc ua ion in use
numbe s om 171.1 million in 2019 o 159.3 million in 2023, ma king a decline o app oxima ely 7% o e he pas i e yea s
(Telkomsel Annual Repo , 2023). This phenomenon is in e es ing because i occu s amids Telkomsel's ne wo k dominance and
agg essi e digi al expansion. This decline is suspec ed o be ela ed o declining cus ome sa is ac ion due o nega i e pe cep ions
o se ices ha do no mee expec a ions (Sadad e al., 2023). Cus ome complain s a e equen ly ound on Telkomsel's o icial
Explo ing B and Expe ience, Fi m-Gene a ed Con en , and T us as De e minan s o Cus ome Sa is ac ion in
Indonesia's Telecommunica ions Sec o
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7432
social media pla o ms, pa icula ly ega ding high package p ices, uns able ne wo ks, and slow cus ome esponse (No iyan i,
2017). The company's lack o esponse o hese complain s wo sens public pe cep ion and lowe s cus ome sa is ac ion le els
(Kusdian o, 2018).
In he con ex o mode n ma ke ing, b and success depends no only on se ice quali y bu also on he abili y o c ea e a consis en
and meaning ul b and expe ience. B and expe ience plays a c ucial ole in building cus ome us and long- e m loyal y (B akus
e al., 2009). Consume s end o s ick wi h b ands pe cei ed as p o iding emo ional alue and mee ing expe ien ial expec a ions,
e en a a highe p ice (Chinomona, 2016). Acco ding o Cos abile in Rizan (2012), b and us is a consume 's pe cep ion o a
b and's eliabili y based on epea ed posi i e expe iences ha mee cus ome expec a ions. When ac ual expe iences do no
ma ch he b and's p omise, cus ome us and sa is ac ion decline (Suha yani & Se yowa i, 2020). The ole o i m-gene a ed
con en —con en c ea ed and published di ec ly by companies on social media—is also inc easingly impo an in shaping cus ome
pe cep ions and us (Heng Wei e al., 2023). Con en such as ideos, es imonials, o digi al p omo ions aims o s eng hen b and
image and cla i y se ice alue. Howe e , o Telkomsel, many cus ome s eel ha con en highligh ing se ice ad an ages does
no align wi h he eali y o he use expe ience, pa icula ly ega ding ne wo k s abili y and p icing (U ami & Ku niawan, 2022).
This misma ch c ea es a gap be ween b and p omise and ac ual expe ience (con en – eali y gap), po en ially educing b and us
and cus ome sa is ac ion (Rahman & Ha is, 2023).
Se e al p e ious s udies ha e examined he ela ionship be ween p oduc quali y, b and image, and b and us on Telkomsel
cus ome sa is ac ion. A s udy by Nu aini (2022) showed ha p oduc quali y and b and image signi ican ly in luence Telkomsel
p epaid ca d use sa is ac ion. Meanwhile, Sembi ing's (2021) s udy ound ha se ice quali y and cus ome alue only explained
49.6% o he a ia ion in cus ome sa is ac ion, sugges ing o he ac o s may be in ol ed. To da e, esea ch speci ically linking i m-
gene a ed con en wi h b and us and b and expe ience in he con ex o Telkomsel P epaid is s ill limi ed. Mos p e ious s udies
we e c oss-sec ional wi h local samples, such as in Lubuklinggau and Medan, hus no e lec ing na ional condi ions (Se iawan,
2022). The limi a ions o p e ious esea ch ha e c ea ed a clea esea ch gap. Fi s , ew s udies ha e empi ically measu ed he
alignmen be ween company-published con en and ac ual cus ome expe iences in he con ex o p epaid se ices. Second, he
ela ionship be ween i m-gene a ed con en , b and us , and b and expe ience on Telkomsel cus ome sa is ac ion has no been
s udied simul aneously. Thi d, p e ious esea ch has gene ally ocused on he unc ional aspec s o p oduc s, e en hough
cus ome loyal y in he digi al e a is hea ily in luenced by emo ional expe iences and us buil h ough online in e ac ions (Ko le
& Kelle , 2020). The e o e, his s udy o e s no el y by combining he app op ia eness o i m-gene a ed con en and ac ual
cus ome expe iences in shaping b and us and i s impac on Telkomsel P epaid cus ome sa is ac ion. This app oach di e s om
p e ious s udies ha ocused solely on p oduc quali y o b and image. This s udy will also include da a om a ious egions, bo h
u ban and emo e, o mo e comp ehensi ely illus a e a ia ions in cus ome expe ience (P a ama & Les a i, 2024). Fu he mo e,
his s udy has he po en ial o iden i y mo e e ec i e digi al b and communica ion s a egies o na ow he gap be ween se ice
expec a ions and eali y.
Thus, his esea ch is expec ed o p o ide a heo e ical con ibu ion o en iching he s udy o he ela ionship be ween i m-
gene a ed con en , b and us , and cus ome sa is ac ion in he elecommunica ions indus y. P ac ically, he esul s o his s udy
can se e as a basis o Telkomsel in de eloping a digi al communica ion s a egy ha is mo e anspa en and esponsi e o
cus ome complain s, as well as s eng hening use us and loyal y. The company's success in main aining consis ency be ween
b and p omise and cus ome expe ience will be key o business sus ainabili y amids he inc easingly compe i i e
elecommunica ions indus y in Indonesia.
2. LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
2.1. B and Expe ience on B and T us
B and expe ience is a consume 's subjec i e pe cep ion o in e ac ions wi h a b and, encompassing senso y, emo ional, cogni i e,
and beha io al aspec s (B akus e al., 2009). Consis en posi i e expe iences s eng hen consume us in a b and because hese
pe cep ions a e o med h ough epea ed e alua ions o ac ual expe iences (Zuh oh, 2015). When consume s ha e a pleasan
expe ience, us in he b and ends o inc ease, while nega i e expe iences can dec ease us (Fe inadewi, 2008). Se e al s udies
ha e shown a s ong ela ionship be ween b and expe ience and b and us . Kusdian o (2018) ound ha posi i e b and
expe iences signi ican ly inc ease cus ome us in a b and. Khan and Fa ma (2017) also demons a ed ha b and expe ience has
a di ec impac on b and us in a ious se ice indus y con ex s. Resea ch by Lee and Jeong (2014) suppo s hese indings, wi h
empi ical e idence ha he highe he pe cei ed quali y o he b and expe ience, he highe he le el o consume us in ha
b and. Thus, b and expe ience plays a c ucial ole in c ea ing pe cep ions o a b and's c edibili y and eliabili y.
H1: B and expe ience has a posi i e e ec on b and us .
Explo ing B and Expe ience, Fi m-Gene a ed Con en , and T us as De e minan s o Cus ome Sa is ac ion in
Indonesia's Telecommunica ions Sec o
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7433
2.2. Fi m-Gene a ed Con en on B and T us
In he digi al con ex , b and us is a majo challenge because consume s no longe in e ac di ec ly wi h p oduc s be o e
pu chasing (S ou huysen e al., 2018). The e o e, companies need o u ilize i m-gene a ed con en (FGC)—con en o icially
c ea ed and dissemina ed by he company h ough digi al media— o os e ini ial consume us (Heng Wei e al., 2023). FGC,
which includes p oduc in o ma ion, es imonials, o o icial p omo ions, se es as a c edible sou ce o in o ma ion ha helps
consume s ecognize and e alua e b ands be o e making pu chase decisions (Singh & Ma sui, 2017). Rele an , in o ma i e, and
consis en con en can s eng hen pe cep ions o b and eliabili y and in eg i y, while con en ha is inconsis en wi h eali y can
damage cus ome us . A s udy by Heng Wei e al. (2023) showed ha FGC posi i ely in luences b and us because i p o ides
eliable in o ma ion du ing he in o ma ion sea ch s age o he pu chasing p ocess. The e o e, he be e he quali y and c edibili y
o a company's con en , he g ea e consume us in ha b and.
H2: Fi m-gene a ed con en has a posi i e e ec on b and us .
2.3. B and T us owa ds Cus ome Sa is ac ion
B and us is consume con idence in a company's abili y and good in en ions o ul ill i s b and p omises (Cos abile in Rizan,
2012). When consume s belie e ha a b and consis en ly deli e s he p omised alue and quali y, hey end o eel sa e and
com o able, which ul ima ely inc eases cus ome sa is ac ion (Kusdian o, 2018). P e ious esea ch has shown a posi i e
ela ionship be ween b and us and cus ome sa is ac ion. Ca u ani e al. (2019) concluded ha inc eased b and us di ec ly
inc eases cus ome sa is ac ion, while dec eased us dec eases sa is ac ion. Simila esul s we e ound by Sapu a and Dewi
(2015), who ound ha b and us signi ican ly in luences cus ome sa is ac ion ac oss a ious p oduc and se ice ca ego ies.
This sugges s ha cus ome s who us a b and a e no only mo e sa is ied bu also mo e loyal and mo e likely o make epea
pu chases.
H3: B and us has a posi i e e ec on cus ome sa is ac ion.
Figu e 1. Resea ch F amewo k
3. RESEARCH METHODOLOGY
This quan i a i e explana o y s udy was conduc ed in Aceh P o ince, Indonesia, ocusing on Telkomsel cus ome s as he esea ch
subjec s. The s udy examines he ela ionship among ou a iables: b and expe ience and i m-gene a ed con en (independen
a iables), b and us (media ing a iable), and cus ome sa is ac ion (dependen a iable). The popula ion comp ised all
Telkomsel use s in Aceh, es ima ed a 3,142,000 indi iduals (Pu wanza e al., 2022). Using pu posi e sampling, 204 esponden s
we e selec ed based on wo main c i e ia: (1) ac i e Telkomsel use s esiding in Aceh, and (2) aged 17 yea s o olde (Sahi , 2021).
Da a we e collec ed h ough a s uc u ed online ques ionnai e dis ibu ed ia Google Fo ms, employing a 4-poin Like scale (1 =
S ongly Disag ee o 4 = S ongly Ag ee) o cap u e pa icipan s' pe cep ions o each cons uc . The measu emen ins umen s
we e adap ed om es ablished scales o ensu e alidi y and compa abili y ac oss s udies. B and expe ience was measu ed wi h
i e indica o s adop ed om B akus e al. (2009) and Khan & Fa ma (2017); i m-gene a ed con en wi h ou indica o s om Heng
Wei e al. (2023); b and us wi h se en indica o s om Chaudhu i & Holb ook (2001) and Cheng e al. (2019); and cus ome
sa is ac ion wi h h ee indica o s om Chuenyindee e al. (2022). Each a iable was ope a ionalized a he in e al le el using
s anda dized s a emen s o ensu e eliabili y and consis ency.
Explo ing B and Expe ience, Fi m-Gene a ed Con en , and T us as De e minan s o Cus ome Sa is ac ion in
Indonesia's Telecommunica ions Sec o
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7434
Da a analysis employed Pa ial Leas Squa es–S uc u al Equa ion Modeling (PLS-SEM) using Sma PLS so wa e, sui able o
complex models and mode a e sample sizes (Hai e al., 2021). The assessmen model ollowed h ee main c i e ia: con e gen
alidi y (A e age Va iance Ex ac ed > 0.50), disc iminan alidi y (Fo nell–La cke and HTMT < 0.85), and composi e eliabili y (CR
> 0.70). This analy ical app oach allowed simul aneous es ing o bo h measu emen and s uc u al models, e alua ing he causal
e ec s among b and expe ience, i m-gene a ed con en , b and us , and cus ome sa is ac ion in he con ex o Telkomsel use s
in Aceh.
Table 1. Disc iminan Validi y (Fo nell–La cke )
Va iables
B and Expe ience
B and us
Cus ome Sa is ac ion
B and us
0.814
Cus ome Sa is ac ion
0.754
0.858
Fi m Gene a ed Con en
0.780
0.792
0.686
4. RESULTS AND DISCUSSION
4.1 Responden Cha ac e is ics
The demog aphic p o ile indica es ha he majo i y o esponden s belong o he p oduc i e age g oup, wi h 42.4% aged 17–24
yea s and 31.4% aged 25–33 yea s. In e ms o educa ion, mos esponden s hold a Bachelo 's deg ee (54.8%), ollowed by senio
high school g adua es (32.4%). Rega ding employmen s a us, 46.2% a e employed, 24.8% a e s uden s, and 29.0% a e
unemployed. F om a ma i al pe spec i e, he da a shows ha 66.2% o esponden s we e unma ied, 32.4% we e ma ied, and
only 1.4% we e widowed o di o ced. These cha ac e is ics e eal ha he esponden base la gely consis s o young, educa ed
indi iduals who a e digi ally ac i e and ep esen Telkomsel's co e ma ke segmen in Aceh P o ince. Thei amilia i y wi h mobile
echnology and social media aligns well wi h he s udy's ocus on digi al expe ience, i m-gene a ed con en , and b and pe cep ion.
4.2 Reliabili y and Validi y Tes ing
All measu emen cons uc s demons a ed excellen eliabili y and alidi y, con i ming ha he ins umen s used we e bo h
consis en and empi ically sound. The C onbach's Alpha alues exceeded he ecommended h eshold o 0.70 o all a iables:
B and Expe ience (0.865), B and T us (0.930), Cus ome Sa is ac ion (0.908), and Fi m-Gene a ed Con en (0.877). Simila ly,
Composi e Reliabili y (CR) anged be ween 0.902 and 0.944, su passing Hai e al.'s (2021) c i e ion (>0.70), while A e age Va iance
Ex ac ed (AVE) alues (0.649–0.784) con i med con e gen alidi y (AVE > 0.50).
Table 2. Validi y and Reliabili y Tes
Va iables
C onbach's
alpha
Composi e eliabili y
( ho_a)
Composi e eliabili y
( ho_c)
A e age a iance ex ac ed
(AVE)
B and Expe ience
0.865
0.868
0.902
0.649
B and us
0.930
0.932
0.944
0.705
Cus ome
Sa is ac ion
0.908
0.912
0.935
0.784
Fi m Gene a ed
Con en
0.877
0.886
0.916
0.731
The ou e loading esul s u he alida e each indica o 's con ibu ion o i s cons uc . B and Expe ience indica o s ange om
0.763–0.844, showing balanced ep esen a ional s eng h, wi h i em a5 (0.844) as he mos dominan . B and T us indica o s
sco ed 0.775–0.882, whe e ul illing se ice p omises (a14) eme ged as he s onges ac o in luencing consume us . Cus ome
Sa is ac ion showed he highes s abili y (0.831–0.911), unde sco ing sa is ac ion and epu chase in en ion as p ima y e lec ions
o loyal y. Fi m-Gene a ed Con en achie ed s ong indica o loadings be ween 0.798–0.915, indica ing ha esponden s' in e es
in Telkomsel's social media con en plays a cen al ole in shaping b and pe cep ion. Disc iminan alidi y assessed ia he HTMT
a io (0.686–0.858) con i med ha all cons uc s we e dis inc ye ela ed wi hin accep able limi s (<0.85).
4.3 Hypo hesis Tes ing and Mul i-G oup Analysis
Explo ing B and Expe ience, Fi m-Gene a ed Con en , and T us as De e minan s o Cus ome Sa is ac ion in
Indonesia's Telecommunica ions Sec o
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7435
Figu e 2. S uc u al Model
Table 3. The Resul o Hypo heses Tes ing
Hypo hesis
O iginal
sample (O)
Sample mean
(M)
S anda d de ia ion
(STDEV)
T s a is ics
(|O/STDEV|)
P
alues
B and Expe ience -> B and us
0.446
0.447
0.063
7,064
0.000
B and Expe ience -> Cus ome
Sa is ac ion
0.186
0.190
0.075
2,482
0.013
B and us -> Cus ome
Sa is ac ion
0.627
0.623
0.075
8,361
0.000
Fi m Gene a ed Con en -> B and
us
0.420
0.418
0.062
6,746
0.000
Fi m Gene a ed Con en ->
Cus ome Sa is ac ion
0.039
0.039
0.068
0.576
0.565
Hypo hesis es ing using PLS-SEM e ealed ha B and Expe ience signi ican ly in luences B and T us (β = 0.446; = 7.064; p <
0.001), indica ing ha posi i e expe iences wi h Telkomsel's p oduc s enhance consume us . Simila ly, B and Expe ience also
di ec ly in luences Cus ome Sa is ac ion (β = 0.186; = 2.482; p = 0.013), con i ming ha consis en use expe iences imp o e
sa is ac ion le els. The s onges ela ionship was ound be ween B and T us and Cus ome Sa is ac ion (β = 0.627; = 8.361; p <
0.001), demons a ing ha us se es as a c i ical de e minan o cus ome sa is ac ion. Meanwhile, Fi m-Gene a ed Con en
signi ican ly a ec s B and T us (β = 0.420; = 6.746; p < 0.001), bu i s di ec e ec on Cus ome Sa is ac ion was s a is ically
insigni ican (β = 0.039; p = 0.565), sugges ing ha p omo ional con en enhances c edibili y bu does no di ec ly ele a e
sa is ac ion wi hou s ong b and us .
Explo ing B and Expe ience, Fi m-Gene a ed Con en , and T us as De e minan s o Cus ome Sa is ac ion in
Indonesia's Telecommunica ions Sec o
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7436
Table 4. Mode a ion Hypo heses Tes ing
Pa h
Di e ence (Young
Gen - Old Gen)
1- ailed (Young
Gen s Old Gen) p-
alue
2- ailed (Young
Gen s Old Gen)
p- alue
B and Expe ience ->
B and us
0.003
0.5
1
B and Expe ience ->
Cus ome Sa is ac ion
-0.02
0.556
0.889
B and us -> Cus ome
Sa is ac ion
0.183
0.207
0.414
Fi m Gene a ed
Con en -> B and us
-0.049
0.639
0.722
Fi m Gene a ed
Con en -> Cus ome
Sa is ac ion
-0.071
0.624
0.751
Mul i-g oup analysis compa ing younge and olde esponden s e ealed no signi ican gene a ional di e ences ac oss all
s uc u al pa hs. The e ec o B and Expe ience on B and T us (di e ence = 0.003; p = 1.000) and Cus ome Sa is ac ion (di e ence
= −0.020; p = 0.889) was consis en be ween age g oups. Likewise, B and T us 's in luence on Cus ome Sa is ac ion was sligh ly
s onge among younge use s (di e ence = 0.183) bu no s a is ically signi ican (p = 0.414). The e ec s o Fi m-Gene a ed
Con en on B and T us (di e ence = −0.049; p = 0.722) and Cus ome Sa is ac ion (di e ence = −0.071; p = 0.751) also showed no
meaning ul di e gence. These indings imply ha bo h young and olde use s pe cei e Telkomsel's b and expe ience, us , and
con en communica ion simila ly. In o he wo ds, cus ome sa is ac ion ac oss age g oups is shaped mo e by se ice quali y,
eliabili y, and ne wo k s abili y han by p omo ional messaging alone.
5. MANAGERIAL IMPLICATIONS
The indings highligh he c i ical ole o b and expe ience and b and us in shaping cus ome sa is ac ion among Telkomsel use s
in Aceh. Manage s should p io i ize c ea ing meaning ul and consis en cus ome expe iences ac oss all se ice poin s— anging
om ne wo k pe o mance o a e -sales suppo . Since i m-gene a ed con en a ec s b and us bu no sa is ac ion di ec ly,
Telkomsel's ma ke ing eams mus ensu e ha p omo ional ma e ials align closely wi h ac ual se ice quali y o p e en
expec a ion gaps. S eng hening wo-way digi al communica ion and e icien ly add essing use eedback on social media can
u he enhance pe cei ed anspa ency and eliabili y. In es men in expe ience-based ma ke ing—such as in e ac i e campaigns,
pe sonalized o e s, and s o y elling emphasizing eliabili y—would likely yield s onge emo ional engagemen and sus ained
us .
6. CONCLUSION
This s udy demons a es ha b and expe ience and i m-gene a ed con en signi ican ly in luence b and us , which in u n
s ongly de e mines cus ome sa is ac ion. The media ing ole o b and us con i ms ha cus ome con idence ac s as he b idge
linking expe ience and sa is ac ion. Al hough i m-gene a ed con en inc eases us , i does no di ec ly a ec sa is ac ion unless
he o e all se ice expe ience suppo s he p omo ional claims. Mo eo e , gene a ional compa isons e ealed no signi ican
di e ences, sugges ing ha Telkomsel's b and s a egy esona es simila ly ac oss age segmen s. Thus, main aining se ice
eliabili y and us consis ency is mo e impac ul han demog aphic a ge ing alone.
7. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
This s udy was limi ed o Telkomsel cus ome s wi hin Aceh P o ince, which may limi gene alizabili y o o he egions o se ice
con ex s. The c oss-sec ional design also limi s he abili y o in e long- e m causal e ec s. Fu u e esea ch could adop longi udinal
o compa a i e mul i- egional app oaches o cap u e changes in cus ome pe cep ion o e ime. Including use -gene a ed con en
(UGC) and se ice quali y dimensions as mode a ing a iables may p o ide deepe insigh in o how digi al engagemen shapes
sa is ac ion and loyal y in he e ol ing elecommunica ions landscape.
Explo ing B and Expe ience, Fi m-Gene a ed Con en , and T us as De e minan s o Cus ome Sa is ac ion in
Indonesia's Telecommunica ions Sec o
JEFMS, Volume 08 Issue 11 No embe 2025 www.ije m.co.in Page 7437
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