PENGARUH MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH PRODUK KARTU SIMPATI

Sari

In this era of globalization promises a new business opportunity and challenge for companies operating in Indonesia. These circumstances create an increasingly fierce competition. the authors formulate the following issues: (1) Does the product affect consumer decisions in choosing simPATI card products? (2) Does the price affect the consumer's decision in choosing the simPATI card product? (3) Does location have an effect on to consumer decision in choosing simPATI card product? (4) Does promotion affect consumer decisions in choosing simPATI card products? (5) Does the product, price, location and promotion together influence the consumer's decision in choosing the simPATI card product ?.
The object of this research is Grapari Telkomsel located in Kelurahan Madurejo, Arut Sel., Regency of Kotawaringin Barat, Central Kalimantan. Analysis method with multiple linear regression analysis, t test and F test.
The results showed that the obtained coefficient of determination (R2) is 0.941. In other words this indicates that the large percentage of consumer decisions in choosing simPATI card products that can be explained by the variation of independent variables ie product, price, location and promotion is 94.1% while the rest of 5.9% is explained by other variables outside research variable. With t test there is influence of product, location and promotion to consumer decision performance in choosing simPATI card product and only price which have no effect while together with F test of influence of product, price, location and promotion together to consumer decision in choose simPATI card product.
In conclusion, there are products affecting consumer decisions in choosing simPATI card products. Price has no effect on consumer decision in choosing simPATI card product. Location affects consumer decisions in choosing simPATI card products. Promotion affects consumer decisions in choosing simPATI card products. There is a positive and significant influence of product, price, location and promotion together to consumer decision in choosing simPATI card product.