Factors Influencing Customer Purchase Intention in B2B Telecommunication Industry

Abstract

Digital transformation has the potential to improve consumers’ lives by providing new opportunities for business firms to create business value. This phenomenon forces the telecommunications industry to become one of the leading industries in digital transformation as the main digitalization mover and to be able to adapt to the changing trends of the digital transformation era. The increasing trend of digitization and consumption of digital media platforms by global and domestic customers has led to a demand for higher bandwidth with high-speed connectivity. This phenomenon creates new business opportunities for the telecommunication industry. With all the developments in the digital era, the telecommunications industry must adapt to achieve new opportunities in transformation and digital ecosystems that are rapidly developing by increasing the economic value and services of more data-oriented companies. This study aims to determine what factors influence customer purchase intention in B2B telecommunication companies, namely the DWS Telkom division under PT Telkom Indonesia, which plays a role and focuses on carrying out wholesale business portfolio management activities. The division’s mission is to provide sustainable value to wholesale customers through digital connectivity solutions, digital platforms, and communications. This research was conducted using qualitative methods by interviewing 7 existing customers of Telkom DWS using question guidelines to determine B2B product purchasing factors. Results from interviews with customers were analyzed using the triangulation method. The results show that the factors influencing purchasing decisions in the B2B industry are product quality, service quality, relationship commitment, trust, customer satisfaction, and loyalty.