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.
Highlights
PT Telkom is the largest telecommunication company in Indonesia that innovates by releasing new products with multi-services
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
Implikasi praktisnya dapat dilihat dari hasil pengujian ketiga hipotesis yang menunjukkan bahwa di antara tiga variabel independen, variabel pengetahuan produk memiliki pengaruh paling kuat terhadap niat beli layanan multi servis IndiHome, disusul oleh variabel citra perusahaan dan variabel persepsi harga
Summary
PT Telkom merupakan perusahaan telekomunikasi terbesar di Indonesia yang melakukan inovasi dengan mengeluarkan produk terbaru dengan layanan beragam (multi servis). Dikatakan multi servis karena produk ini menyediakan layanan telepon, layanan data, dan layanan gambar dalam satu jaringan atau disebut layanan Triple Play. Tujuan dari penelitian ini yaitu menjelaskan pengaruh persepsi harga, pengetahuan produk, dan citra perusahaan terhadap niat beli produk IndiHome. Responden penelitian adalah pelanggan telepon PT Telkom yang belum menggunakan produk merek IndiHome. Hasil analisis menunjukkan bahwa ketiga variabel berpengaruh positif signifikan terhadap niat pelanggan PT Telkom untuk membeli layanan multi servis merek IndiHome. Di antara ketiga variabel itu, pengetahuan produk memiliki pengaruh paling kuat, disusul oleh variabel citra perusahaan, dan persepsi harga. Hasil studi ini memiliki implikasi praktis bahwa dalam memasarkan layanan ini, PT Telkom hendaknya lebih fokus melakukan edukasi pasar untuk meningkatkan pengetahuan konsumen tentang layanan IndiHome ini, di samping tetap mempertahankan citra perusahaan, dan menjaga agar harga produk tersebut tetap terjangkau oleh calon pelanggan
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