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International Journal of Soft Computing and Engineering International Journal of Management and Humanities (IJMH) ISSN: 2394-0913 (Online), Volume-3 Issue-12, August, 2019 Analysis of the Influence of Product Quality and Promotion of Consumer Decisions to Subscribe to Mnc Vision (Case Study at pt. Mnc Sky Vision Palembang) Amrulah Robi, Zakaria Wahab, Marlina Widiyanti towards a new vision to provide experience to customers Abstract. This study aims to look at consumer decisions in using exceptional subscription TV services. MNC Vision subscribing to MNC Vision at PT. MNC Sky Vision Palembang Palembang, is one of the branch offices of MNC Vision with independent variables of quality research and promotion. company. In order to manifest the company's vision and The study population was 540 MNC Vision customers in mission, MNC Vision Palembang is committed to exist Palembang in 2018. As for the sample, there were 100 customers continously in meeting the needs of consumers, especially in at the MNC Vision Palembang. This study uses the research the city of Palembang. With 23 years of experience in the method of multiple linear regression analysis. Based on the test results it was found that there was a positive and significant subscription TV business, the Company believes the influence on the quality and promotion of consumer decisions in presence of MNC Vision in Palembang is able to answer the influencing consumer decisions to subscribe to MNC Vision. needs of consumers in the city of Palembang not only in Keywords: Quality Product, Promotion, Decisions of providing quality shows, but also in providing better and Consumer more qualified educational, informative and entertaining shows for the community especially in the city of Palembang. I. INTRODUCTION The following are in Table 1.1 MNC Vision Palembang customer data (Excisting): PT MNC Sky Vision Tbk as a TV subscription pioneer in Indonesia has proved its existence for more than 23 years in Table 1. Data on Palembang MNC Vision Customers providing the best service for the people of Indonesia. In (Active) 2017, the condition of the subscription TV industry is Data of 2018 2017 2016 increasingly dynamic with increasing competition and Customer innovation. The Company considers the tight competition as Number of 540 685 450 a challenge to continuously improve the quality of services Customers provided, in accordance with the Company's commitment to Difference 145 235 0 provide the best quality entertainment, the most complete Percentage (-) 26,85% (+) 34,31 0,00% channels and world-class quality shows that entertain and educate the nation. In 2017, the company made a big Source: MNC SKY Vision Palembang transformation by combining the Indovision brand, Oke Vision and Top TV to become MNC Vision. This changes Based on Table 1, MNC Vision Palembang customer data was carried out without eliminating the best features shows the development of the active number of MNC Vision previously used such as the use of Indostar-II satellites and customers in Palembang since 2016 - 2018. In the above data S-band frequencies. The latest features such as Multi it can be seen that the increase in the number of MNC Vision Decoder, High Definition, MNC Vision Plus and Super customers in 2017 has risen (30%) from the previous period. Bundle are also presented to bring customers to a higher level But then there was a significant decline in the 2018 period of subscription TV services. Instead of the Company added amounting to (26.85%). The decrease in the number of the number of channels to 137 channels with 23 exclusive customers is one of the effects of the tight - competition that in-house channels. Along with these changes, the Company occurs especially in the subscription TV business that has as one of the best subscription TV in Indonesia is moving been mentioned earlier. The following are the results of TV surveys Subscribe to Halomoney's best Indonesian version: Revised Manuscript Received on August 14, 2019. * Correspondence Author Amrulah Robi*, Corresponding Author, Candidate Master of Management in Magister Management University of Sriwijaya, Indonesia. Dr. Zakaria Wahab, M.B.A, Lectures in Faculty Economic University of Sriwijaya, Indonesia. Hj. Marlina Widiyanti, S.E., S.H., M.M., Ph.D., Lectures in Faculty Economic University of Sriwijaya, Indonesia. © The Authors. Published by Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/) Published By: Retrieval Number L03240831219/2019©BEIESP Blue Eyes Intelligence Engineering DOI: 10.35940/ijmh.L0324.0831219 & Sciences Publication Journal Website: www.ijmh.org 14 © Copyright: All rights reserved. Analysis of the Influence of Product Quality and Promotion of Consumer Decisions to Subscribe to Mnc Vision (Case Study at pt. Mnc Sky Vision Palembang) Table 2. The Best Results of Subscribed TV Surveys in Table 4. Promotion Activities of Palembang MNC Vision Indonesia by Customer-HaloMoney.co.id N Type of Information No. Subscription TV Rating o. activity 1 Centrin TV 11 1 Advertising 2 My Republic 10 Radio Promotion through advertising on 3 NexMedia 9 Advertising radio in the city of Palembang 4 Aora TV 8 5 Orange TV 7 TV Ads displayed via TV (Headquarters 6 K-Vision 6 advertisement Policy) 7 Trans Vision 5 Social media Marketing ads through social media 8 Big TV 4 like Facebook and Instagram 9 First Media 3 2 Sales 10 MNC Sky Vision 2 Promotion 11 Indihome 1 6 Month Pay 5 months Free 1 month, 2 Source: MNC SKY Vision Palembang Package months all channel, Free of charge Based on the data in Table 2, it can be seen that currently 1 year package Pay 9 months Free 3 months, 4 Indihome is the first rank of best subscription TV in months all channel, Free of charge Indonesia. Furthermore, followed by the 2nd rank is occupied by MNC Sky Vision and 3rd place is First Media. Indihome's Socialization Promotions carried out routinely at dominance is caused nowadays instead of needing their certain events held in the city of subscription TV, they also need an Internet network. The Palembang development of internet technology such as fiber technology 3 Direct The number of sales of 20 people and 4G networks can support and encourage purchasing Marketing divided into 10 teams routinely decisions by consumers to choose subscription TV services (Pemasaran prospecting the people in Palembang that are compatible with today's lifestyle. To accommodate Langsung) customer interest and encourage penetration level growth so Source: MNC SKY Vision Palembang as to encourage consumer purchasing decisions in meeting their needs, the Company has applied these two technologies II. LITERATURE REVIEW into one of MNC Vision's services as a successful A. Quality of Product subscription TV in anticipation of increasingly intense Product quality is one factor in marketing, because of the competition between subscription TV. quality of products that can be trusted to show its function. Table 3. List of TV Service Products Subscribed to MNC B. Promotion Vision Promotion is a form of communication between No. Package Type Number of marketing activities by disseminating information, Channels influencing or reminding the market to accept, buy and be 1 Silver 52 loyal to the products offered by the company offered. 2 Gold 72 3 Venus 77 C. Buying decision 4 Galaxy 92 Buying decisions are the stage where consumers have 5 Super Galaxy 98 choices and are ready to buy ownership rights or use of goods Source: MNC SKY Vision Palembang and services. In service industries such as subscription TV, companies D. Relationship Between Variables and Development of are always required to offer quality products that has more Hypotheses value, so that they look differently from other competiting 1. Effect of Product Quality (X1) on Consumer products. On the Silver package type MNC Vision offers Decisions (Y) quality TV subscription packages especially for children, Product quality is closely related to purchasing with protecting channel TV for consumers as parents so that decisions, where product quality is one aspect of they can freely control children's shows and provide more consumer consideration in deciding purchases. Good educative education to children who enjoy impressions with product quality will lead to customers satisfaction which the choice of Silver packages offered. Furthermore, for the will further make consumers loyal to the product. Venus, Galaxy, Super Galaxy, MNC Vision package groups Companies must be able to provide quality in accordance channels that focus on information media such as non-stop with the wishes and needs of consumers by paying 24-hour local and international news shows for customers attention to existing market quality standards. This gives who are actively following the development of the world a reason that the quality provided by the company is no business that is more creative. And finally the Gold MNC less competitive than its competitors. Vision package is specifically for customers who prefer entertainment shows such as cinema films and TV Series shows. Lastly on the MNC Vision Gold package specifically for customers who prefer entertainment shows such as theater films and TV Series shows. Consumers can enjoy the shows that seem to have a mini cinema in a private home. Published By: Retrieval Number L03240831219/2019©BEIESP Blue Eyes Intelligence Engineering DOI: 10.35940/ijmh.L0324.0831219 & Sciences Publication Journal Website: www.ijmh.org 15 © Copyright: All rights reserved. International Journal of Management and Humanities (IJMH) ISSN: 2394-0913 (Online), Volume-3 Issue-12, August, 2019 H1 : Product Quality has a positive and significant effect on Test of Reliability Purchasing Decisions Variable Cronbach’s Cutt N of Inform. Alpha Off Item 2. Effect of Promotion (X2) on Consumer Decisions (Y) Quality of 0,752 > 10 Reliable Promotion is an important influence in making Product (X1) 0,60 purchasing decisions.
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