The Influence of Product Quality, Sales Promotion, and Price on Purchase Intention: A Case Study of Indihome Users in Palembang After FMC (Fixed Mobile Convergence)

The advancement of telecommunications in Indonesia provides substantial and meaningful benefits for the Indonesian people. The telecommunications industry in Indonesia is one of the fastest-growing sectors in Asia. This study aims to analyze customer feedback on telecommunication service users following the fixed mobile convergence transformation implemented by Telkom and Telkomsel. The research adopts a quantitative approach, utilizing a survey of 320 respondents selected through a non-probability purposive sampling method, focusing on individual Telkomsel telecommunications service users at GraPARI Palembang City. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) technique to evaluate the model and test the hypotheses. The findings reveal that product quality, sales promotion, and price are all categorized as high. Moreover, these factors have a significant positive influence on buying interest, accounting for 50.1% of the variance. This indicates that higher product quality leads to increased buying interest, improved sales promotion enhances consumer engagement, and well-placed pricing strategies elevate customer interest in Indihome Telkomsel One. These results underline the critical role of product quality, sales promotions, and pricing strategies in driving consumer buying interest, providing actionable insights for telecommunications service providers. Companies like Telkom and Telkomsel can leverage these findings to refine their marketing strategies, focusing on enhancing product offerings, developing targeted promotions, and implementing competitive pricing to sustain and expand their market presence in the fast-evolving telecommunications industry in Indonesi.