Abstract

Telecommunication technology is developing very rapidly and has been embedded in people's daily lives. This is an opportunity for mobile operator companies. Indosat Ooreedo is the operator with the second most users in Indonesia in January 2023. However, over the past 5 years Indosat Ooredoo's churn rate has increased and reached the highest percentage in 2020 (16%). There are indications of less purchase interest in the product because the company's credibility decreases which can be influenced by advertising. The purpose of this study is to determine the influence of company credibility on the purchase interest of Indosat Ooredoo products through attitudes towards advertising. The study used a quantitative approach with descriptive analysis techniques, regression analysis (T-test) and path analysis (Sobel-test). The independent variable is the credibility of the company, the dependent variable is purchase interest and the intervening variable is the attitude towards advertising. The study population is people who have seen advertisements and know Indosat Ooredoo products in Yogyakarta City. The sampling technique by means of simple random purposive sampling obtained a sample of 125 people. The results showed that the company's credibility had a partial positive influence (value indirect effect = 0.1870 < value direct effect = 0.6975) and significant (sig. = 0.0018 < 0.05) on the purchase interest of Indosat Ooredoo products through attitudes towards advertising. The recommendation to Indosar Ooredoo operator operators is that they should be able to evaluate and optimize strategies through advertising so that product purchase interest can be increased effectively and efficiently.