THE INFLUENCE OF CONSUMER PERCEPTION ON PURCHASE INTENTION OF USING INDIHOME PRODUCT IN MANADO CITY
ABSTRACT: The existence of
this Triple Play Services or Telkom’s Fiber To The Home (FTTH) service which
known by the trademark IndiHome has successfully attracted the public interest
to use IndiHome, especially in Manado City. The way the customer uses this
product will have an impact on interest in purchasing the IndiHome. This
research is aimed to analyze the influence of customer perception of value,
price and quality on customer purchase intention of using IndiHome. The data
obtained from the sample of 110 respondents of IndiHome users in Manado City were
analyzed with quantitative analysis by using questionnaires and Multiple
Regression Analysis. The sample technique is Random Sampling, in order to get
results quickly and efficiently obtain the information needed in this research.
Result and conclusion show perceived value, perceived price and perceived
quality have positive and significant influence on customer purchase intention
simultaneously and partially. To marketing company, researcher to keep
enhancing and maintain the product’s quality and value, also should be more
consider about the price management.
Author: Incha Restafanti
Kahimpong, Maria V. J Tielung
Journal Code: jpmanajemengg160099
