The Importance of Product Differentiation and Price in Purchasing Decisions

Oct 13, 2025 by talynt.org 46 views

Revealing the Secret of Indihome Success: How Product Differentiation and Prices Influence Purchasing Decisions Through Brand Image in Medan

The industrial revolution has brought about significant changes in various aspects of human life. The internet has become an essential component of modern society, providing access to an unlimited amount of information. In the telecommunications industry, competition between internet service providers has intensified, with each company striving to demonstrate the superiority of its products. Indihome, a telecommunications company owned by PT Telekomunikasi Indonesia, launched its services in 2015 and became the main project of PT Telkom Indonesia. However, in the last six months, the sale of Indihome products has decreased.

This study aims to analyze the effect of product differentiation and prices on purchasing decisions through brand imagery on Indihome products in the Medan telecommunications business area. This associative research took a population of 255,460 people until December 2021, and 400 respondents were chosen as a sample using the Slovin formula and non-probability sampling technique, namely accidental sampling. The data obtained was then analyzed using PLS-SEM through the SmartPLS program.

The Importance of Product Differentiation and Price in Purchasing Decisions

Product differentiation and price are crucial factors that influence purchasing decisions. Product differentiation refers to the process of creating unique features and advantages that distinguish a product from its competitors. Price, on the other hand, is a critical factor that affects consumer purchasing decisions. A competitive price can attract customers, while a high price can deter them.

In the context of Indihome, product differentiation and price play a significant role in influencing purchasing decisions. The company needs to continue to innovate and develop products that have unique features and advantages. For example, offering high-speed internet packages, offering streaming services with the highest quality, or developing applications that offer easy access and use.

The Role of Brand Image in Purchasing Decisions

Brand image is a critical factor that affects consumer purchasing decisions. A positive brand image can increase consumer trust and loyalty, while a negative brand image can deter them. Brand image refers to the perception of a brand in the minds of consumers. It is shaped by various factors, including advertising, social media, and customer service.

In the context of Indihome, building a positive brand image is essential to increase sales. The company needs to carry out an effective marketing campaign to build a positive brand image in the eyes of consumers. This can be done through social media, advertising, and CSR programs that show Indihome's concern for the community.

The Effect of Product Differentiation and Price on Brand Image

Product differentiation and price have a positive and significant influence on brand image. Product differentiation can create a unique brand image that distinguishes a product from its competitors. Price, on the other hand, can affect consumer perception of a brand. A competitive price can increase consumer trust and loyalty, while a high price can deter them.

In the context of Indihome, product differentiation and price have a positive and significant influence on brand image. The company needs to continue to innovate and develop products that have unique features and advantages. For example, offering high-speed internet packages, offering streaming services with the highest quality, or developing applications that offer easy access and use.

The Indirect Effect of Product Differentiation and Price on Purchasing Decisions

Product differentiation and price also have an indirect effect on purchasing decisions through brand image. Product differentiation can create a unique brand image that influences consumer purchasing decisions. Price, on the other hand, can affect consumer perception of a brand, which can influence purchasing decisions.

In the context of Indihome, product differentiation and price have an indirect effect on purchasing decisions through brand image. The company needs to continue to innovate and develop products that have unique features and advantages. For example, offering high-speed internet packages, offering streaming services with the highest quality, or developing applications that offer easy access and use.

Tips for Success for Indihome

Here are some practical suggestions for Indihome to increase sales based on research findings:

Increasing Product Differentiation

IndiHome needs to continue to innovate and develop products that have unique features and advantages. For example, offering high-speed internet packages, offering streaming services with the highest quality, or developing applications that offer easy access and use.

Strengthening Competitive Prices

IndiHome must adjust the price of the product to the needs and capabilities of consumers and still pay attention to the prices offered by competitors.

Building a Positive Brand Image

IndiHome needs to carry out an effective marketing campaign to build a positive brand image in the eyes of consumers. This can be done through social media, advertising, and CSR programs that show IndiHome's concern for the community.

By paying attention to the factors revealed in this study, IndiHome can improve its marketing strategy and increase product sales in the Medan telecommunications business area. Hopefully, this article is useful and can provide new insights for readers.

Frequently Asked Questions

We have received many questions from readers regarding the effect of product differentiation and price on purchasing decisions through brand image in IndiHome products in Medan telecommunications business areas. Here are some of the most frequently asked questions and our answers:

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of product differentiation and prices on purchasing decisions through brand imagery on Indihome products in the Medan telecommunications business area.

Q: What is product differentiation, and how does it affect purchasing decisions?

A: Product differentiation refers to the process of creating unique features and advantages that distinguish a product from its competitors. It can affect purchasing decisions by creating a unique brand image that influences consumer purchasing decisions.

Q: What is the role of price in purchasing decisions?

A: Price is a critical factor that affects consumer purchasing decisions. A competitive price can attract customers, while a high price can deter them.

Q: How does brand image affect purchasing decisions?

A: Brand image is a critical factor that affects consumer purchasing decisions. A positive brand image can increase consumer trust and loyalty, while a negative brand image can deter them.

Q: What is the indirect effect of product differentiation and price on purchasing decisions?

A: Product differentiation and price also have an indirect effect on purchasing decisions through brand image. Product differentiation can create a unique brand image that influences consumer purchasing decisions, while price can affect consumer perception of a brand, which can influence purchasing decisions.

Q: What are the practical suggestions for IndiHome to increase sales based on research findings?

A: Here are some practical suggestions for IndiHome to increase sales based on research findings:

Increase product differentiation by continuing to innovate and develop products that have unique features and advantages.
Strengthen competitive prices by adjusting the price of the product to the needs and capabilities of consumers and still paying attention to the prices offered by competitors.
Build a positive brand image by carrying out an effective marketing campaign to build a positive brand image in the eyes of consumers.

Q: What are the implications of this study for IndiHome?

A: The implications of this study for IndiHome are that the company needs to continue to innovate and develop products that have unique features and advantages, adjust the price of the product to the needs and capabilities of consumers, and build a positive brand image to increase sales in the Medan telecommunications business area.

Q: What are the limitations of this study?

A: The limitations of this study are that it only analyzed the effect of product differentiation and prices on purchasing decisions through brand imagery on Indihome products in the Medan telecommunications business area and did not consider other factors that may affect purchasing decisions.

Q: What are the future research directions?

A: Future research directions include analyzing the effect of other factors on purchasing decisions, such as customer service and product quality, and conducting a similar study in other regions to see if the findings are generalizable.

Conclusion

We hope that this Q&A article has provided readers with a better understanding of the effect of product differentiation and price on purchasing decisions through brand image in IndiHome products in Medan telecommunications business areas. If you have any further questions, please do not hesitate to contact us.