ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PADA LAYANAN INTERNET SPEEDY DI KOTA SEMARANG MENGGUNAKAN PARTIAL LEAST SQUARE (PLS)

Abstract

Consumer’s perception toward the demand of Speedy internet service varies. There are several factors being considered by consumer before using internet access service, for instance, price, brand, and quality. On the other hand, consumer will be satisfied if Speedy internet service exceeds consumer’s expectation. Factors that affect buying decision and satisfaction over Speedy internet service being disclosed comprehensively by using component based structural equation, Partial Least Square (PLS). PLS estimates relationship model withinlatentvariables and between latent variable to its indicators. From the analysis, the conclusion is that buying decision over Speedy internet service being affected by price, brand, and quality. While, consumer’s satisfaction is influenced by buying decision and quality. Keywords: Partial Least Square, Speedy, buying decision, satisfaction