Customer Satisfaction and Loyalty in the B2B Digital Telecommunication Sector: The Role of the 7ps Marketing Mix In Indibiz PT Telkom Indonesia

Abstract

This research analyzed the implementation of the 7Ps Marketing Mix in IndiBiz services at PT Telkom Indonesia Witel Yogyakarta and its role in shaping customer satisfaction and customer loyalty in the B2B telecommunications sector. Using a qualitative descriptive case study approach, data were collected through interviews, observations, and documentation. The findings indicated that Product reliability, Process efficiency, People professionalism, Place accessibility, and Physical Evidence significantly influenced customer satisfaction, while customer loyalty remained moderate due to competitive market conditions. The study highlighted the importance of integrated 7Ps implementation to strengthen long-term B2B customer relationships.