FACTOR INFLUENCING FIXED BROADBAND PROVIDER CHOICE DECISION (CASE STUDY OF INDIHOME CONSUMER CHOICE)

• Main Author: Taurusiana Aziz, Shelvy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70721
• Institution: Institut Teknologi Bandung

Since the Covid-19 pandemic, people's activities have changed drastically due to quarantine and distance restrictions. Almost all activities from school, work, health consultations, sports and others are carried out online from where they live. This gave rise to a new need for the people of Indonesia, namely a broadband internet connection. The demand for fixed broadband internet service providers has increased since the Covid-19 pandemic and is predicted to continue to grow until 2026. This situation opens up enormous business opportunities for fixed broadband internet service providers or what we are familiarly calling Wifi. The number of newcomer brands of fixed broadband internet service providers has created competition. So far, the IndiHome brand still leads the fixed broadband internet service provider market in Indonesia with the largest market share. However, at the end of 2021, to be precise from October to December 2021, IndiHome experienced an increase in the percentage of churn rate (customers who unsubscribe or revoke services) of 29.11%. The purpose of this study is to determine the factors that influence customer decisions in choosing fixed broadband internet service provider products and to provide recommendations to IndiHome. Choice modeling analysis will be used in this research, which is to estimate the probability that the Greater Jakarta citizen will choose a brand of fixed broadband internet service provider. This research was conducted on 201 respondents through 2 types of online questionnaires, namely Unlabelled questionnaire and Labelled questionnaire. The author creates a description of the question or stated preference scenario using D-efficient from NGENE software. The resulting scenarios are 28 scenarios with 3 alternatives and 7 attributes, namely product quality, internet speed, price, customer service, brand image, promotions, and bundling packages. Respondents were asked to answer product choices according to brands through a combination of scenarios. The results show several attributes that have significant values. These attributes are the prices for the IndiHome, Biznet and Iconnet brands. Internet speed on the IndiHome brand, Customer Service on the IndiHome and Iconnet brands and Bundling Packages on the Iconnet brand. There are several recommendations for IndiHome to pay attention to attributes that have significant and elastic value.