The Role of Customer Motivation in Mediating Customer Communication and Customer Decision to Use Kartu As of Telkomsel Broadband Services in Kendari of Indonesia

Abstract

With a growing increase of mobile phone and Internet users through cellular phones, competition among provider companies of mobile broadband services is becoming very tight to win competition among the competitors. This article aims at analyzing the role of customer motivation in mediating the effect of marketing communication on customer decision in using Kartu As of Telkomsel broadband services in Kendari city of Indonesia. The variables used in this study are marketing communication as an independent variable, customer motivation as an intervening variable and customer decision as dependent variable. The data were collected from 100 respondents of Telkomsel mobile broadband customer using Kartu As. Descriptive statistics and structural equation modeling (SEM) analytical tools were used to analyze the items representing each variable. This empirical study shows marketing communication affects customer motivation which in turn it affects customer decision to purchase Kartu As of Telkomsel Services. The results indicated that customer motivation plays an important role in mediating influence of marketing communication on purchase decision in buying prepaid services of Kartu As.

DOI: 10.5901/mjss.2017.v8n2p87