IMPLEMENTING CONSULTATIVE SELLING AND SERVICE QUALITY TO INCREASE PURCHASE INTENTION: ROLE OF PERCEIVED VALUE AT TELKOM PALANGKA RAYA

Abstract

This study aims to investigate how consultative selling and service quality influence customer purchase intention, with perceived value as a mediating factor, in the context of Telkom Palangka Raya. The research is motivated by the increasing competition in Indonesia’s telecommunications industry and the urgent need for companies to adopt customer-centered strategies. A qualitative descriptive approach was employed using a literature review method to collect and analyze secondary data published between 2015 and 2025. Sources included peer-reviewed journal articles, books, and industry reports selected through purposive sampling. The data analysis followed the interactive model of qualitative content analysis, including stages of data reduction, data display, and conclusion drawing. Findings indicate that consultative selling improves customer purchase intention through trust-based interactions and personalized service offerings. Service quality also plays a significant role in shaping consumer satisfaction and loyalty, particularly through reliability, responsiveness, and empathy. Perceived value serves as a mediating variable that links both consultative selling and service quality to actual buying intention. It reflects how customers evaluate service benefits relative to cost, effort, and emotional experience. The research concludes that companies like Telkom should integrate consultative selling with high service quality to strengthen perceived value and increase purchase intention. These insights are valuable for enhancing strategic marketing and customer relationship management in competitive digital service markets.