PENGARUH TERPAAN INFORMASI KELUHAN PELANGGAN MENGENAI JARINGAN INDIHOME DI TWITTER DAN BRAND IMAGE TERHADAP MINAT BELI INDIHOME DENGAN KETERLIBATAN (INVOLVEMENT) SEBAGAI VARIABEL MODERASI

Abstract

This study aims to determine the effect of information exposure to customer complaints about the Indihome network on Twitter and brand image on the intention to buy Indihome services with involvement as a moderating variabel, the theory used is the Elaboration Likelihood Model (ELM) which can explain the process of information exposure received by other Twitter users. This research is an explanatory quantitative research with the sampling method used is purposive sampling. The research questionnaire was distributed to 100 respondents Twitter users. The result of this study are; 1) Exposure to customer complaints information about the Indihome network on Twitter has a significant influence on the interest buying Indihome services with a Sig value. 0,079; 2) Brand image has a significant influence on the interest buying Indihome services with a Sig value. 0,000; 3) Involvement affects the relationship between exposure to Indihome customer complaints information on Twitter and purchase intention and the Sig value is obtained. 0,000; 4) Involvement affects the relationship between brand image and purchase intention and the Sig value is obtained. 0,000.