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The Influence Of Service Quality And Price On The Decision To Subscribe Indihome, Semarang City

*Enrico Choirul Abdul Majid  -  Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro, Indonesia
Hari Susanta Nugraha  -  Universitas Diponegoro, Indonesia

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Abstract

Abstract: The increasing number of internet users requires people to subscribe to internet service providers in order to access the internet, one of which is Indihome. In 2016 - 2018 Indihome Semarang experienced a decrease in the percentage of achieving sales targets. According to Asosiasi Penyelanggara Jasa Internet Indonesia, service quality and price are factors that influence choosing internet services. The type of this research is explanatory research and sampling technique is nonprobability sampling with purposive sampling method, data collection using questionnaires, and the number of samples used is 100 respondents. This    study uses quantitative and qualitative analysis with validity, reliability, correlation coefficient, determination coefficient, simple and multiple regression, t test significance, and F test with the help of the IBM SPSS (Statistical Product and Service Solutions) version 24 program. The results showed that the variables of service quality and price had a strong and positive influence on subscription decisions. The variable of service quality and price shows 0.651 that the relationship between the two variables on the subscription decision has a strong relationship. The service quality variable in the determination test (R square) shows that 35.7% influence the subscription decision, so that 64.3% is influenced by other factors. The price variable in the determination test (R square) shows 23.6% influence the subscription decision,  so 76.4% is influenced by other factors.

 

Keywords: Price; Subscription Decisions; Service Quality

 

 

Abstrak: Jumlah pengguna internet yang terus meningkat, mengharuskan masyarakat untuk berlangganan penyedia jasa layanan internet agar bisa mengakses internet, salah satunya adalah Indihome. Pada tahun 2016 – 2018 Indihome Semarang mengalami penurunan persentase pencapaian target penjualan. Menurut Asosiasi Penyelanggara Jasa Internet Indonesia kualitas pelayanan dan harga adalah faktor yang mempengaruhi dalam memilih jasa layanan internet.. Tipe dari penelitian ini adalah explanatory research dan pengambilan sampel dengann teknik nonprobability sampling metode purposive sampling, pengumpulan data menggunakan kuesioner, dan jumlah sampel yang digunakan sebanyak 100 responden. Penelitian ini menggunakan analisis kuantitatif dan kualitatif dengan uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regersi sederhana dan berganda, signifikasi uji t, dan uji F dengan bantuan program IBM SPSS (Statistical Product and Service Solutions) versi 24. Hasil penelitian menunjukkan variabel kualitas pelayanan dan harga memiliki pengaruh kuat dan positif terhadap keputusan berlangganan. Variabel kualitas pelayanan dan harga menunjukkan 0,651 bahwa hubungan kedua variabel terhadap keputusan berlangganan memiliki hubungan kuat. Variabel kualitas pelayanan pada uji determinasi (R square) menunjukkan 35,7% mempengaruhi keputusan berlangganan, sehingga 64,3% dipengaruhi oleh faktor lain. Variabel harga pada uji determinasi (R square) menunjukkan 23,6% mempengaruhi keputusan berlangganan, sehingga 76,4% dipengaruhi oleh faktor lain.

 

Kata kunci: Kualitas Pelayanan, Harga, Keputusan Berlangganan

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Keywords: Price; Subscription Decisions; Service Quality

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