Studi Pengaruh Pemahaman Produk Pada Pengambilan Keputusan Menggunakan Telkom Flexi

Kurniasari, Winarni (2005) Studi Pengaruh Pemahaman Produk Pada Pengambilan Keputusan Menggunakan Telkom Flexi. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dalam usaha memperoleh atau memilih suatu produk khususnya TELKOM Flexi, customer dalam hal ini calon pelanggan sedikitnya memerlukan petunjuk atau pemahaman produk TELKOM Flexi. Dengan memperhatikan dan mempertimbangkan hal-hal di atas maka perlu diamati sejauh mana pemahaman produk calon pelanggan terhadap TELKOM Flexi mempunyai hubungan terhadap keputusan penggunaan TELKOM Flexi. Tingkat keputusan penggunaan yang diperoleh mempunyai pengaruh signifikan terhadap strategi pemasaran TELKOM Flexi.

Dari analisis konfirmatory, indikator-indikator yang digunakan untuk membentuk variabel laten Product Category Knowledge (PCK), Perceived Ease of Use (PEU), Perceived Usefulness (PU) dan Decision Confidence (DC) masing-masing semuanya signifikan dengan nilai probabilitas statistik uji lebih kecil dari 10%. Sehingga masing-masing indikator tersebut dapat dianggap membentuk unidimensionalitas untuk masing-masing variabel latennya.

Hasil pengajian berdasarkan kriteria Goodness of Fit Indices dengan menggunakan Structural Equation Modeling, data yang merupakan jawaban pertanyaan kuesioner diolah sehingga diketahui bahwa PCK mempunyai pengaruh langsung signifikan terhadap PEU, PEU mempunyai pengaruh signifikan terhadap PU dan PU mempunyai pengaruh signifikan terhadap DC. Jadi dapat disimpulkan bahwa pelanggan ada membeli Flexi karena melihat mudahnya penggunaan dan manfaatnya. Jadi PT. TELKOM Kandatel Surabaya Barat akan memperhatikan strategi pemasarannya dengan melakukan penekanan atas kedua hal tersebut.
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In effort to obtain or choose a product specially TELKOM Flexi, customer in this case prospecting customer at least need guide or understanding of product of TELKOM Flexi. By paying attention and considering things above hence require to perceive how far the understanding of prospecting customer product to TELKOM Flexi have relation to decision of usage of TELKOM Flexi. Level decision of obtained usage has influence of significant to strategy marketing of TELKOM Flexi.

From analysis of confirmatory, indicator used to form unobserved variable of Product Category Knowledge (PCK), Perceived Ease of Use (PEU), Perceived Usefulness (PU) and Decision Confidence (DC). Each altogether significant with probability value of statistic test smaller than 10%. So that each indicator can be assumed to form unidimensionalities to each unobserved variable.

Result of examination based on Goodness of Fit Indices criteria by using Structural Equation Modelling, data representing answer question of questionnaires processed so that known that PCK have direct influence of significant to PEU, PEU have influence of significant to PU and PU have influence of significant to DC. Hence can be concluded that why customer buy Flexi is because of Perceived Ease of Use and Perceived Usefulness. So that PT. TELKOM Kandatel Surabaya Barat will pay attention its marketing strategy by emphasizing both things.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Product Category Knowledge, Perceived Ease of Use, Perceived Usefulness, Dectsson Confulence, Structural Equation Modelling
Subjects:	T Technology > T Technology (General) > T58.62 Decision support systems
Divisions:	Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis
Depositing User:	magang .
Date Deposited:	17 Sep 2026 00:55
Last Modified:	17 Sep 2026 00:55
URI:	http://repository.its.ac.id/id/eprint/144588

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