Pengaruh Diferensiasi Produk dan Harga terhadap Keputusan Pembelian Melalui Citra Merek pada Produk Indihome Wilayah Usaha Telekomunikasi Medan

Abstract

Industrial revolution has changed many aspects of human life. Internet has become people's necessities and it is used generally to get unlimited information Currently there are lots of internet service providers which have competed to each other to show their product strengths. Indihome is communication company owned by PT Telekomunikasi Indonesia. In 2015. Indihome is launched and become the main project of PT Telkom Indonesia However, Indihome products have decreased since the past 6 months. The research aims to analyze the effects of product differentiation and price on the purchase decision using brand image on Indihome products in the telecommunication business area in Medan. This associative research takes 255,460 people until December 2021 as the population and 400 of them are selected as the sample using Slovin formula and non-probability sampling technique te accidental sampling technique. The data obtained are then analyzed through PLS-SEM by using SmartPLS program. The result indicates that partially product differentiation, price, and brand image directly has positive and significant effects on purchase decision. Product differentiation and price has positive and significant effects on brand image. Product differentiation indirectly shows positive and significant effects on purchase decision through brand image and price shows positive and significant effects on purchase decision through brand image