Determinants of Customer Retention in Indihome: A Study of Satisfaction, Switching Costs, and Service Quality in Sidoarjo

This study aims to analyze the effect of customer satisfaction, switching costs, and service quality on IndiHome customer retention in Sidoarjo. This study uses a quantitative approach involving 100 respondents selected through purposive sampling. Data were obtained from questionnaires and analyzed using SPSS 26. Various tests were conducted, such as validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, coefficient of determination (R²) test, and partial test (t-test). The results show that the three independent variables have a significant effect on customer retention. Switching costs make the largest contribution because they create barriers for customers to switch. Service quality, including reliability and responsiveness, strengthens customer loyalty. Meanwhile, customer satisfaction is an important foundation for supporting long-term relationships although its influence is lower than the other two variables. This study concludes that a holistic strategic approach is needed to improve customer retention, including managing switching costs, improving service quality, and maintaining customer satisfaction. These results provide guidance for telecommunications companies to strengthen competitiveness in a competitive market.