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The technology of ICT is dynamically developing with sorts of innovative product, one of them is IPTV. Its existence provides triple play multimedia convergence such as telephone, internet and digital TV contents. The customer’s adoption on it becomes important toward the service provider for a number of interests, especially for the field of marketing. By means of TAM concept (Technology Acceptance Model) from Gefen et al. (2003) and by adding satisfaction and loyalty so the new model is able to be used to evaluate the response of cognitive, conative and affective of customer. Empirical study applied to the customer's of PT. Telekomunikasi Indonesia, Tbk. in order to test 6 hypotheses as recommended. The Simulation of conceptual model and empirical data research acquired by using of AMOS software indicates that all of the hypotheses proved positively significant. Variable trust is a good antecedent of perceived usefulness, satisfaction and loyalty constructs. Besides that, there is a direct effect between trust with loyalty or indirect effect through the mediation on perceived usefulness and or satisfaction. Corresponding author: Anshar Daud Email addresses for corresponding author: anshar@stienobel-indonesia.ac.id First submission received: 6th March 2018 Revised submission received: 2nd May 2018 Accepted: 22nd 2018 Introduction ICT Industries (Information and Communication Technology) is loaded with rapid progress from time to time. A change in this field is thought to be more quickly in the last few years, especially in the mobile sector. While for fixed service that uses the cable is relatively slower. The use of optical cables on transmission of digital signals into a new energy for telecommunications operators to provide multimedia services in the form of telephone, internet and TV simultaneously with high quality and speed. If the service offered is the third separate, so lately experienced a convergence (Lee dan Cho, 2015) or bundling (Mithat et al., 2015). Convergence and bundling are two different terms, but refer to a reality that is relatively the same and sometimes interchangeable in the marketing literature studies. Lee and Cho describe convergence as the level of integration of two or more units of a product without tying it to the price, while bundling basically relate to the incorporation of products and prices. Through bundling, the provider offers its services in the format of a dual play (telephone and internet), triple play (an additional TV services) and quadruple play (extra cellular service) (Mithat et al., 2015). TV service in the context of triple play in contrast to pay TV or satellite-based TV broadcast. Internet Protocol Television (IPTV) is the digital TV is transmitted via a copper cable or fiber optics, features are interactive (on demand) and diverse. By Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 2 December 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 236 utilizing the remote device like STB (Set-up Box), it enables users to select the content available as live TV, broadcast delay as well as video (Kim dan Lee, 2013). As technological innovation and service, bundling IPTV triple play is still relatively new in the paid-TV market of Indonesia. The domestic incumbent operator, PT Telkom has launched the product in December 2013 (Telkom, 2015), but their penetration is still not significant. Entering the year of 2015, Telkom heavily marketed this service with carrying the tagline IndiHome Triple Play 100% Fiber (Noor, 2015). Although no official release about the number of customers, but the number has exceeded 200 thousand subscribers in March 2015 (Istihanah, 2015). Zaballos (2013) and Mithat et al. (2015) mentions that the bundling has become a popular strategy for telecommunications operators to maintain and attract new customers, increase customer loyalty and the lever of company's revenue. Then also can withstand the pace of decline in the number of customers churn, displacing and makes price competition became irrelevant as well as inhibiting its aggressive. Bundling can also serve as a tool to attack competitors and self-preservation (Docters et al., 2006), attract new customers and existing customers to retain (Henten dan Godoe, 2010). A study of the adoption of the technology has been going on a long time, starting from the TAM (Technology Acceptance Model) by Davis et al. (1989) and the perspective of PU (Perceived Usefulness) and EU (Perceived Ease of Use). Gefen et al. (2003) modify TAM by adding a factor of trust variable as the third antecedent. Then trust is seen as a predictor of PU and the EU affect trust, and then all three affect usage intention. Most studies of TAM has an outcome that related to attitude (Al-Jabri dan Roztocki, 2015), behavior (Luo dan Remus, 2014), purchase intention (Kim, 2012) and satisfaction (Al-Jabri, 2015) while dealing with the relative loyalty is still limited. This fact gives the opportunity for researchers to conduct research associated with it. Literature Review Today at least we recognize 3 types of TV service, namely (1) the public TV (Free to Air) broadcast into the air and arrested at home customers using UHF antenna. (2) satellite TV through satellite antenna and (3) network-based internet TV (IPTV) and transmitted to the customers wear copper cable or fiber optics. The last two types are usually paid according the channel package and the content variation of the customers . IPTV is defined by Lin et al. (2012) as broadcasting or on-demand video services by utilizing the internet protocol and is transmitted using the set up box (STB) that can be connected to a personal computer (PC) or television device. The flexibility of the output of the STB, the interactive features and multimedia content are the attractiveness and differentiation of IPTV in comparison to other TV services. That advantage can be an amplifier factor which accelerates the process of his adoption. The initial study of technology adoption process focuses on two aspects, namely the EU and a PU as proposed by Davis et al. (1989) with the attitude and behavioral as its output. Over time, further study continues to grow with the number of variables, the relationships between variables and expanding output. After TAM, appeared TPB (Planned Behavior Theory) from Ajzen (1991) with the point of views are attitude toward the behavior, Subjective Norm (SN) and Perceived Behavioral Control (PBC). The next antecedent namely trust given by Gefen et al. (2003). The combination and interaction of TAM, TPB and trust analyzed by Wu dan Chen (2005) with the result that only PU and SN are not significant whereas other shows constructs a good relationship. Truong (2013) conducts research in Europe (United Kingdom, Francis and Germany) to analyze and compare the attitude of consumers towards service-based technological innovation. Dimensional measurement using Perceived Novelty (PN), Perceived Value (PV) and the Perceived Risk (PR) as a mediator for Consumer Innovativeness (CI) with the attitude towards innovation. His findings showed that PV and PR support attitude towards innovation while PN instead. To carry out this study, made a conceptual model of research that was adopted from some earlier research models such as TAM from Davis et al. (1989), modification of TAM with adding of trust variable from Gefen et al. (2003), and model Lin and Wang (2006) linking the relationship between Trust, Satisfaction and Loyalty. Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 2 December 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 237 Figure1: Conceptual Model Research and other articles used as justification to support there is or no relation between constructs in the model and the status of their colleagues. In addition to using the research results from the third party, there are still some other journals that are widely used in this article, like Deng et al. (2010); Hsu et al. (2012) and Tang dan Huang (2015). Research Methodology The population for this study is consumers IPTV Triple play at PT. Telkom in Indonesia. Sample surveys are those who have subscribed to these services more than 3 months thus having sufficient knowledge and experience. The nominal sample required is at least five times the number of observed variables (Ferdinand, 2014). In a conceptual model are listed in Figure 1, there are 5 constructs and each constructs manifested by 4 indicator so the observed total variables is 20. Because it takes at least 100 samples to meet the minimum criteria expected. A research questionnaire was compiled using the scale Likert-style with a range of values from 1 to 10. Number 1 is identical to the answer strongly disagree (SD), number 10 shows the attitude of strongly agree (SA) and the number 5 for the attitude of neutral (N). Each indicator is represented by one grain of questions or statements. The entire question or statement questionnaire is then copied on the Google Form application, so that the final questionnaire available that is ready to be filled by the respondent in the online form. By utilizing e-mail list subscribers gained from Telkom, a detailed questionnaire is then sent to the 250 respondents. Development of a measurement scale for any constructs adopted from the model and the journal became the reference of this research, however, selected according the relevance of its research objects. For the EU there are 4 indicator variables are referring to the models of (Gefen et al. 2003; Wu dan Chen, 2005;Mulatsih et al., 2017; Isnarno et al., 2018). PU utilize study results (Wu dan Chen, 2005). The next three constructs i.e Trust from Martínez dan Bosque (2013) and (Tang dan Huang, 2015), Satisfaction of the Dagger dan O'Brien (2010) and Amin et al. (2014) as well as the loyalty of Martínez dan Bosque (2013). Table 1 below summarizes

Impact of customer trust toward loyalty: the mediating role of perceived usefulness and satisfaction