The Influence of Network Coverage Image and Digital Marketing Promotion on Churning Intention Mediated by Digital Satisfaction and Moderated by Private Identity: Approach on Telecommunication Customers in Indonesia

Abstract

The telecommunications industry is a key sector contributing significantly to the national economy. Amidst intense competition among telecommunications operators, many telecommunications customers tend to switch to other operators (Churning). The objective of this research is to investigate how Network Coverage Image and Digital Marketing Promotion impact Churning Intention, with Digital Satisfaction acting as a mediator and Private Identity as a moderating factor. The research targeted telecommunication customers from all operators in Jakarta who had experienced switching SIM cards to another operator. A total of 386 samples were gathered, and the data were analyzed using SmartPLS 3.0. The study's findings reveal that Network Coverage Image and Digital Satisfaction significantly reduce Churning Intention, whereas Digital Marketing Promotion significantly increases it. Private Identity, however, does not significantly influence Churning Intention as a moderating variable for Network Coverage Image. This research offers a novel contribution by expanding the understanding of the push-pull-mooring (PPM) theory as it relates to customer churn intentions in the telecommunications industry, specifically by examining the effects of network coverage image, digital marketing promotion, digital satisfaction, and customer private identity.