The Non-Price Factors Effect in Post-Purchase Intention of Telecommunication Industry in Indonesia

 Abstract - The development of the telecommunications sector in Indonesia showed a significant increase, since 2008. There are three major players that dominate the Indonesian telecommunications market. One of the major players of interest is Telkomsel. As a market leader, Telkomsel try to make differentiation with other players in this Industry with no play at low price but increase the quality of service provided. The strategy used here makes Telkomsel became the object of interest for this study, especially their newest Internet package HaloFit.[pic 1]

This study used a quantitative method of processing data using SPSS. Data were collected with distributing questionnaires to 105 respondents. The results showed that Post-purchase intention affected significantly positive by Service quality (0.669), Customer Satisfaction (0.572), Switching Barriers (0.348), and Perceived Value (0.202). In addition, Service quality affected significantly positive to Perceived Value (0.738), Customer Satisfaction (0.628). Perceived value significantly positive affected to Customer Satisfaction (0.270).

Keywords - customer satisfaction, perceived value, post-purchase intention, service quality, switching barriers

I.  INTRODUCTION

        The development of the telecommunications sector in Indonesia showed a significant increase, especially since 2008, at which time the world is experiencing a global economic crisis. Specific economic sectors transport and telecommunications increased by 16.7 percent compared to the same period in 2007. This phenomenon attracted the attention of businesses, especially businesses cellular provider. Since the opening of the door open competition in the telecommunications sector of Indonesia, there are three major players that dominate the Indonesian telecommunications market. One of the major players of interest is Telkomsel. As the market leader in this industry full Telkomsel always try to meet the needs of a changing society in accordance with the progress of time.

Telkomsel is the market leader in the cellular business in Indonesia with a market share of more than 50% with a range of over 95% of the population in Indonesia. Under the auspices of PT. Cellular Telecommunications is a subsidiary of Telkom (SOE Telecommunications). Telkomsel was first established in 1995 was marked by Commencing kartu HALO postpaid. Throughout history Tekomsel, this operator has three GSM products, namely simPATI (prepaid), KartuAS (prepaid), and HALO (postpaid). Kartu HALO is the first product of Telkomsel. As the first product, Kartu HALO is very identical with Telkomsel. The Customer Growth of Kartu Halo is relatively less when compared to Simpati and KartuAs. However, it is in accordance with what comes out of this market. In terms of average revenue per user (ARPU) for postpaid market is much higher than the ARPU prepaid market. Telkomsel recorded prepaid ARPU of Rp30.000 per month, while for postpaid customers amounted to Rp 230.000 per month.

                Increasingly competitive rivalry raises the price war between cellular providers, which actually tends to hurt the company in the long run. Consider these conditions, trying to present a competitive price, but not to participate in low-rate strategy. When compared with other operators, the price offered by Telkomsel do tend to be more expensive. In order to increase the penetration of Halo Cards, Telkomsel launched the Hello packet data services Fit (2012). The launch is also a proof of Telkomsel's commitment to its loyal customers. HaloFit presented with new packaging, where the customer can choose the data packets according to their own needs.

Through HaloFit products, Telkomsel deliver better service can customize for example, customers can choose the package as needed. Packages range from Rp 80.000 to $ 3 million per month. If the selected package is less, then the customer can refill. As a differentiator with similar products, HaloFit offers special services. For example, get priority in the network of high-speed packet access (HSPA). It is an attempt to answer the needs of Telkomsel youth market segments that require large amounts of data.

Post - Purchase Intention can be defined as the customer's intention to buy back the goods or services from the same place and disseminate their experiences to his friends (Wang et al., 2006).  Customer Satisfaction is generally defined as a feeling that is felt by the consumer of the results of comparing the performance of the product is experienced with expectations (Kotler, 2009). If the performance is worse than expected, the consumer becomes dissatisfied. If the performance in line with customer expectations be satisfied. And if performance exceeds the expectations of consumers will feel very satisfied (Kotler , 2009). However, a high Customer Satisfaction is not the ultimate goal. If the service provider improves the Customer Satisfaction by lowering prices, the result will make lower profits. The service provider may be able to increase its profitability by way of example, to improve the process of infrastructure in order to improve the quality of products and services (Kotler , 2009). Jones et al., (2000) defines Switching Barriers is representative of many factors, which make the customer trouble or cost more to move to another service provider. Zeithaml (1998) defines the Perceived Value is the overall ease of use of a product based on what the consumer has received and what is given to the consumer. Service Quality can be interpreted as an effort to fulfill the needs and desires of consumers and delivery accuracy in balancing consumer expectations ( Tjiptono , 2007).