Demmi, Demmi
(2018)
Impact of misleading information and customer satisfaction on customer purchase intention with mediating effect of word of mouth of Telkomsel services.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The use of cellular operator services in Indonesia is growing over time along with the growth of information. One of the important use of information happens in the process of purchasing where the information that are used is in the context of advertising. However, the use of information nowadays are more focused on creating an interesting content with some information that is just used to exxagerate the advertised. This kind of musleading information also happens in the telecommunication sector in indonesia.. The purpose of this research is to research on the existent of the impact of misleading information and customer satisfaction on customer purchase intention using the mediating effect of word of mouth of Telkomsel services. This research is using descriptive research using quantitative method and using multiple regression model based on the survey towards 200 millennials respondents that has been using telkomsel as their cellular operator in Jabodetabek area for 3 months on September to November 2018 period to test the hypothesis in this research using quantitative method. Using regression analysis, this research can conclude that there are three out of five hypothesis that shows positve relation: customer satisfaction towards word of mouth, and customer satisfaction and word of mouth toward customer purchase intention, which support the hypotesis that shows positive relation between variables. Only misleading information that has no influence on both word of mouth and customer purchase intention. The telecommunication company Telkomsel need to separate between the actual content and the supporting content so that the audience become more willing to spread the word regarding the advertised.
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