This study focuses on the market share reduction of an Indonesian Internet provider in spite of rising revenue and client base. More research on this issue would be intriguing, particularly in light of how crucial customer pleasure is to retaining market share. There aren’t many research that particularly examine how brand recognition and image affect consumers’ intentions to stick with fixed broadband packages, particularly in Indonesia. By examining the impact of brand image and brand awareness on continuation intention through customer satisfaction on Internet provider goods in Indonesia, this study seeks to close a gap in the literature. We implemented a quantitative technique by disseminating a structured survey. We employed the SEM-PLS approach to examine the data that we had gathered. According to our research, customer satisfaction is positively and significantly impacted by brand image, customer satisfaction is positively and significantly impacted by continuity intention, and customer satisfaction is positively and significantly impacted by brand awareness, which in turn influences Continuance Intention through customer satisfaction. Conversely, neither directly nor indirectly, brand awareness has no appreciable impact on customer satisfaction or continuation intention. Also, Continuance Intention is not greatly impacted by Brand Image.
