The Influence of Product Quality, Sales Promotion, 'and Price 'on 'Purchase Intention: A Case Study of Indihome Users in Palembang After FMC (Fixed Mobile Convergence) | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Dyandra Dwi Arifia: Faculty of Economics and Business, Telkom University, Bandung, Indonesia

2. Indrawati: Faculty of Economics and Business, Telkom University, Bandung, Indonesia

Abstract:

The growth of telecommunications in Indonesia has brought significant benefits to the country's population. Indonesia's telecommunications industry ranks among the fastest-growing in Asia. This research aims to examine customer feedback from users of telecommunication services following the fixed mobile convergence transformation implemented by Telkom and Telkomsel. A quantitative approach was used, with a survey of 320 respondents selected through non-probability purposive sampling. These participants are individual users of Telkomsel services from GraPARI in Palembang City. Data analysis was conducted using Structural Equation Model (SEM) with the Partial Least Squares (PLS) technique to assess the model and hypotheses. The findings indicated that product quality, sales promotion, and price were all rated highly. Additionally, these factors significantly influenced buying interest in a positive direction, with a 50.1% impact. This suggests that as product quality improves, buying interest increases; similarly, better sales promotions and more competitive pricing contribute to higher buying interest in Indihome Telkomsel One services.

Page(s): 2907-2917

DOI: 10.57239/PJLSS-2025-23.1.00230

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025

Keywords:

Product Quality Price Purchase Interest Sales Promotion

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