Analysis of Factors Influencing Consumer Behavior in Buying Prepaid Cell Phone Cards During the Covid-19 Pandemic

The COVID-19 pandemic has impacted public health, economic conditions, education, and social life. The government implemented a study and work-from-home policy and made prepaid cell phone card operators necessary telecommunications providers for community activities during the Covid 19 pandemic. Product attributes include card and voucher design, roaming capacity, variations, features, time units, call rates, and cost. Non-product-related attributes: the price of a starter pack and top-up voucher, user impression, usage impression, feeling and experience, and brand personality. This research aims to find out how much relationship-related product attributes and unrelated product attributes have on consumer purchasing decisions and to find out which indicators are the most dominant, related product attributes and non-product related attributes. The research method is descriptive research. The independent research variables are attributes related to the product and attributes not related to the product. In contrast, the dependent variable is consumer behavior, and the control variables are demographic data and consumption behavior. Data were analyzed using correlation analysis with the help of the SPSS program. The population is all prepaid cell phone card users in Indonesia: Telkomsel, Indosat Ooredoo, and XL Axiata. The samples for this research were consumers who visited prepaid cell phone operator outlets and registered online and consumers who had prepaid cell phone cards and were registered in Jabodetabek. The research results show a positive relationship between product-related and non-product-related attributes in telephone card purchasing decisions. The most dominant indicator is brand personality.