PENGARUH PERSEPSI HARGA, PENGETAHUAN PRODUK, DAN CITRA PERUSAHAAN TERHADAP NIAT BELI LAYANAN MULTI SERVIS MEREK INDIHOME
ABSTRACT: PT Telkom is the
largest telecommunication company in Indonesia that innovates by releasing new
products with multi-services. It is provides voice (phone), data (internet) and
picture (IP-TV) services in a single network access known as Triple Play
service. Triple Play Service is given IndiHome brand. The purpose of this study
is to explain the influence of price perceptions, product knowledge, and
corporate image on intention to purchase
IndiHome products. The study was conducted in Denpasar City with sample size of
100 people. Research respondents are telephone subscribers of PT. Telkom who
have not used the IndiHome products yet. Data were analyzed by using multiple
linear regression analysis. The results of the analysis showed that the three
variables have a significant positive effect on PT Telkom’s customer intention
to purchase IndiHome multi-services. Among the three variables, product
knowledge has the strongest influence, followed by corporate image variable,
and price perception. The results of this study have practical implications
that in marketing this service, PT Telkom should be more focus on market
education to improve consumer knowledge of IndiHome's services, in addition to
maintaining the company's image, and keeping the price of the product
affordable by potential customers.
Kata kunci: persepsi harga, pengetahuan produk, citra perusahaan, niat
beli
Penulis: I Kadek Suarjana, Ni
Wayan Sri Suprapti
Kode Jurnal: jpmanajemendd180056
