<p>Telecommunications industry <em>in Indonesia has grown rapidly during the pandemic of COVID-19, since the issuance of the government regulation regarding stay at home, working from home, study from home, and PSBB (Pembatasan Sosial Berskala Besar). This leads to a price war among the Indonesia Internet Service Provider since they sell the same products and services to the customers. During COVID-19, The increasing number of subscribers is getting higher along with the increasing high churn rate and low average revenue per user that indicates a decline in loyalty. Given the situation, the present study developed a conceptual research framework for potential predictors of loyalty to intention and loyalty to action of internet service provider. A quantitative approach through a survey questionnaire was used to collect primary data. Out of 400 internet service provider customers surveyed in this study that collected through internet online survey. The research framework was tested using PLS-SEM. The findings and results show: Firstly, service quality directly influences attitudinal loyalty. Secondly, service quality and attitudinal loyalty directly effect on  behavioural loyalty. It implies if customers perceive good service quality in using their providers then they will have intention to be loyal and action to stay loyal with the current provider. </em></p>