Analysis of the Influence of Quality of Services and Experiences on Average Revenue per User (ARPU) on Cellular Operators in Indonesia

Abstract

The rapid growth of Indonesia's digital ecosystem has brought significant changes to the telecommunications services sector. Mobile operators now play a vital role in facing the increasing demand for data services from the public. Average Revenue per User (ARPU) is one of the crucial indicators in assessing the overall performance of the telecommunications industry. This study focuses on the impact of Quality of Service (QoS) and Quality of Experience (QoE) on ARPU in the Indonesian mobile operator market. In this context, QoS, which includes aspects of download/upload speed, and QoE, which takes into account user experience in watching videos, playing games, and using voice applications, play a vital role in determining ARPU. Through quantitative analysis methods and Spearman's rank correlation test, this study reveals how QoS and QoE factors specifically impact the ARPU of mobile operators in Indonesia. The results of the analysis show that the impact of QoS/QoE can vary for each operator in this competitive market. The annual analysis from 2020 to 2024 also reveals the pattern of changes in the metrics that most affect ARPU over time. This information provides valuable insights for stakeholders in designing more effective business strategies to optimize revenue and service quality amidst increasingly fierce competition in the Indonesian telecommunications industry.