The Influence of Promotion Mix on Consumer Purchase Decision of Indihome Product at PT. Telkom Tondano Region

Abstract

One of Telkom's digital products that recorded positive growth is Indihome, a provider of fixed broadband services for the community. Promotion also have a positive impact on the company so that everyone who is interested with Indihome product. The promotional activity is usually used by the company is promotion mix. The use of this promotional mix is one of the strategies to build communication carried out by companies with the aim of increasing value and building relationships with consumers. Promotion mix consists of advertising, public relation, personal selling, sales promotion, and direct selling. The purpose of this study is to know the influence of promotional mix on consumer purchase decision of Indihome product at PT. Telkom Tondano Region. This research used multiple linear regression analysis with total sample 105 customer of Indihome product in Tondano. The result shows that advertising and public relation are not significantly influence the purchase decision. Meanwhile, personal selling, sales promotion, and direct selling are significantly influence consumer purchase decision. The company should keep maintaining their good direct marketing in every aspect (online marketing and telemarketing) to make a prospective customers are more interested in making purchases. It also suggested to keep and improving their sales promotion activity to gain more customer. Providing experts to introduce products and the motivation of the customers is very important. The customer don’t care about the advertising that the company created so it’s better for company to should not emphasize on it. The company also should improving how they conveying the message to the customer to gain understanding and recognition of the customer of Indihome.