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The Influence of the Three Largest Operators in Indonesia on Sim Card Purchasing Decisions Regarding Network Coverage Image, Product Quality, and Digital Marketing Promotion.

  • Unique Paper ID: 165438
  • Volume: 11
  • Issue: 1
  • PageNo: 2626-2634
  • Abstract:
  • Purpose: Analyzing the influence of Network Coverage Image, Product Quality, and Digital Marketing Promotion on the purchasing decisions of SIM Card products from providers Telkomsel, Indosat Ooredoo, and Hutchison 3ID in Indonesia Methodology/approach: The subjects of comparative research in this study are users of SIM card products from Telkomsel, Indosat Ooredoo, and Hutchison 3ID.Data collection methods used in this study include primary data (questionnaires) with a Likert scale of 1-5 and secondary data. The analysis technique applied in this research is Structural Equation Modelling (SEM), and the software used for data analysis is Lisrel 8.8. Results/findings: The research findings indicate that the network coverage image variable from Telkomsel and Indosat Ooredoo data influences the purchasing decision variable, while it does not have an impact from Hutchison 3 Indonesia data. For the product quality variable, Telkomsel and Indosat Ooredoo data do not affect the purchasing decision variable, whereas it has an influence from Hutchison 3 Indonesia data. Regarding the digital marketing promotion variable, data from Telkomsel, Indosat Ooredoo, and Hutchison 3 Indonesia all influence the purchasing decision variable. Contribution: Providing information to providers telecommunication in Indonesia about the importance of Network Coverage Image, Product Quality, and Digital Marketing Promotion on the Purchasing Decisions of SIM Card products from Telkomsel, Indosat Ooredoo, and Hutchison 3ID. Novelty: Theoretically enhancing comprehension of purchasing decisions within the telecommunications sector through examining the impact of network coverage image, digital marketing promotion, and product quality.
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 1
  • PageNo: 2626-2634

The Influence of the Three Largest Operators in Indonesia on Sim Card Purchasing Decisions Regarding Network Coverage Image, Product Quality, and Digital Marketing Promotion.

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