The Effect of Service Quality, Perceived Value, Immersion, and Green Brand Trust on Post-Purchase Satisfaction and Purchase Intention

Abstract

The rapid expansion of digital connectivity has intensified competition among Internet Service Providers (ISPs), making service quality alone increasingly insufficient to explain customer responses. At the same time, perceived value, digital experience, and environmental credibility have emerged as relevant considerations in service consumption. This study aims to examine the effects of service quality, perceived value, immersion, and green brand trust on post-purchase satisfaction and the effect of post-purchase satisfaction on purchase intention among ICONNET customers. A quantitative, cross-sectional explanatory design was employed using purposive sampling. Data were collected from 280 active ICONNET customers in Indonesia through an online questionnaire and analyzed using Structural Equation Modeling with AMOS 24.0. The findings show that service quality, perceived value, immersion, and green brand trust positively and significantly affect post-purchase satisfaction, while post-purchase satisfaction positively and significantly affects purchase intention. These findings indicate that customer satisfaction is associated with evaluations of service performance, perceived value, digital experience, and environmental credibility. The study highlights the importance of integrating these dimensions in understanding customer responses to ISP services and provides practical implications for developing customer strategies beyond technical service performance.