ANALYSIS OF DECISIONS TO PURCHASE VIRTUAL PRIVATE SERVER PRODUCT IN BALIKPAPAN

The use of virtual private server technology is currently growing rapidly in companies to support companies developing applications that are implemented in the company. Lintasarta is a company that provides virtual private server products in Balikpapan which have 24-hour support and a team of internationally certified experts.Researchers are interested in analyzing the antecedents of purchasing decisions of virtual private server products in Balikpapan. The method used in this research is explanation by explaining the variables and objects examined through the collected data. Price, product quality, and technology acceptance models are the main focus discussed.This study took a sample of 30 companies in Balikpapan that use virtual private server products. The analysis technique used is Structural Equation Modeling (SEM) with partial Least Square (PLS) approach.The results showed that the price had a negative and not significant effect on purchase intentions. Product quality has a negative and not significant effect on purchase intention. Technology acceptance models have a positive and significant effect on purchase intentions. Price has a positive and not significant effect on purchasing decisions. Technology acceptance model has a negative and not significant effect on buying decisions. Intention to buy a positive and significant effect on product purchasing decisions.


Introduction
Technology is one of the technology products that is experiencing the most rapid development and progress among other technology products. Human nature as a social creature who wants to always interact to be the cause of the increasingly developing information technology in the modern era like today. Many benefits of information technology that can be felt by humans, one of which is to facilitate their daily activities in disseminating or receiving information.
Currently Information Technology (IT) is developing rapidly. This is marked by the rise of the application of IT in various fields of life. IT Company develops applications to simplify the work and reporting process. Applications require infrastructure including the Internet and server.
The server is a computer system that provides types of services such as applications for clients in a computer network. The development of server technology including Virtual Private Server (VPS). Next will be the short VPS. We will have a virtual server but we do not know where to place the server. VPS is managed by a data center provider so that users only rent VPS services according to the required server specifications. With a VPS rental system, users do not need to invest in the provision of servers and supporting infrastructure such as power supplies and air conditioners. VPS rental rates This study uses survey techniques by distributing questionnaires, then the information obtained is processed using statistical methods using smart PLS software. The data analysis method used is PLS (Partial Least Square).
The analytical method used in this study is a structural model or path analysis to determine the causal relationship between latent variables that are simultaneously structural.

Discussion
Research Model Using Partial Least Square

Figure 1: Structural Research Model
Validity is assessed by looking at convergent validity (the amount of the original sample estimate / loading factor for each construct). A loading factor of 0.70 is highly recommended, however the loading factor of 0.5-0.6 can still be tolerated as long as the model is still under development. The loading factor value of all constructs of the item indicator is above 0.7 so that the research instrument is said to meet convergent validity and the research can proceed to analyze the measurement model or outer model and the structural or inner model. Source: Data processing with PLS, 2020. T-test testing Testing the inner model or structural model is done to see the relationship between the constructs of the research model. The basis used in testing hypotheses is the value contained in the output result for inner weight. The results of the analysis and hypothesis testing can be seen in the table:

Conclusions And Recommendations
Based on the results of research and discussion that has been done, the following conclusions can be drawn: 1) Price variable (X1) has a negative and not significant effect on purchase intention (Y1).
2) The product quality variable (X2) has a negative and not significant effect on purchase intention (Y1).
3) The variable technology acceptance model (X3) has a positive and significant effect on purchase intention (Y1). 4) Price variable (X1) has a positive and not significant effect on buying decisions (Y2) 5) The technology acceptance model variable (X3) has a negative and not significant effect on the buying decision (Y2). 6) The product quality variable (X2) has a negative and not significant effect on buying decisions (Y2). 7) Variable purchase intention (Y1) has a positive and significant effect on buying decisions (Y2). Based on the conclusions stated above, it is suggested as follows: 1) Lintasarta provides price pricelist sharing to customers who will use virtual private server products such as sending prices via email so that customers can compare Lintasarta prices with other providers and there will be an intention to buy this product. 2) Lintasarta provides sharing of virtual private server products and shows its advantages such as providing brochures or holding discussions with customers so that it raises the intention of buying this product. 3) Lintasarta further increases the sharing of services provided so that the value of the technology acceptance model remains high on the customer side and raises the intention to buy this product. 4) Lintasarta further increases approach to customers, both formal and informal, to educate them on the price provided, compared to other providers, so that customers can immediately decide to buy the product. 5) Lintasarta continues to share related services provided so that the technology acceptance model on the customer's side remains high and the customer immediately decides to buy the product to Lintasarta compared to other providers. 6) Lintasarta must more often provide product sharing such as discussion activities with customers both formal and informal to its customers so that customers are more familiar with the quality provided and immediately decide to buy VPS products. 7) Lintasarta must more often encourage customers who already have the intention by continuing to remind the need to buy a VPS so that customers immediately buy this VPS product.