Pengaruh Kualitas Layanan dan Harga terhadap Keputusan Penggunaan Layanan Internet First Media: Survei pada Pengikut Twitter First Media

Abstract

This study aims to test and analyze the impact of service quality and price on the decision to use Internet services First Media. This research uses primary data with data obtained from distributing questionnaires to First Media's Twitter followers. Secondary data obtained adjusted to the literature related to research. The sample in this research is 384 samples. The analytical method used in this study is the Structural Equation Model (SEM) analysis with the help of the LISREL program. Based on the research results, it can be seen that the partial effect of service quality on the decision to use First Media internet services is 0.40, which is bigger than price, which is 0.25, while the effect of service quality and price simultaneously on the decision to use is 0.17 or 17% while the remaining 83% are other variables outside the research model.

Keywords: Service Quality; Price; Decision to Use; First Media