ANALISIS PENGARUH ANTISIPASI NILAI PELANGGAN DAN KOMUNIKASI PEMASARAN TERHADAP MINAT MENGADOPSI (Studi Pada Produk Telkom Indihome Triple Play Semarang)
Abstract: In this modern era,
the need for technology, information and communication is growing rapidly. As
the need grow greater, service providers are required to present a service that
can follow the development of technology but in accordance with the needs and accepted
by the society. Telecomunication and Network companies in Indonesia offer many attractive products and with various
benefits as a form of competition. As one of telekomunication company in
indonesia, PT. Telekomunikasi Indonesia Tbk (Persero) or Telkom, presents their
innovative product called Indihome Triple Play. This product combine three
services in one product, that consist of
High Speed Internet on Fiber, Phone, dan Interactive TV. This research aimed to
analyze the effect of Customer Value Anticipation and Marketing Communication
on Intention to Adopt.
The sample in this study is 130 respondents of Indihome Triple Play
customers, using the method of Structural Equation Modeling (SEM) The results
of this study indicate that Customer Value Anticipation and Marketing
Communication have positive and significant influence on Product Innovativeness
(as intervening variable), and Product Innovativeness has positive and
significant effect on Intention to Adopt.
Keywords: Customer Value
Anticipation, Marketing Communication, Intention to Adopt, Product
Innovativeness, Telecommunication technology, Service Provider
Penulis: Yunita Chandra
Hapsari, I Made Sukresna
Kode Jurnal: jpmanajemendd171013
