KEBIJAKAN PEMASARAN TERHADAP LOYALITAS KONSUMEN KARTU PRA BAYAR IM3 DI KECAMATAN ARUT SELATAN PANGKALAN BUN

Sari

Marketing strategy to create demand through consumer loyalty is influenced by goods or services needed by consumers, prices of goods or services, efforts to distribute goods or services from producers to consumers and activities to introduce to consumers (promotion). It is clear that the activity of marketing a product is influenced by the interaction of, namely the product, price , promotion and distribution. Each of these variables interact with each other in order to create a demand for goods or services offered to provide benefits, well received by consumers which in the end customers will become loyal (Sutisna, 2003: 41).
Loyalty is a deep commitment to repurchase or subscribe to a product or service consistently in the future. PT. Indosat Tbk is one of the telecommunications service providers and communication networks in Indonesia. This company offers communication channels for mobile phone users with a choice of prepaid and postpaid under the brand selling, Matrix, and IM3.
This is intentionally done by taking samples from the community in South Arut District. People are people who are always responsive to technology and people who use and carry cellphones a lot.
Based on the results of the regression analysis, the following regression formula can be obtained: =𝜶+𝒃𝟏𝑿𝟏+𝒃𝟐𝑿𝟐+𝒃𝟑𝑿𝟑+𝒃𝟒𝑿𝟒 multiple linear line equations seen from standardized coefficients with their mathematical equations: = 2.178+(-0.191) 𝑿𝟏+1.617𝑿𝟐+1.147𝑿𝟑+2.048𝑿𝟒; a = 2.178 is a constant, which means that if the independent variables, namely X1, X2, X3, and X4 are equal to zero, then the magnitude of the variable Y (customer loyalty) is 2.178. In other words, if the independent variables are product, price, distribution and promotion, the value is considered zero, which means that the value is 2.178. Because the magnitude of consumer loyalty cannot be described quantitatively, if there are no product, price, distribution and promotion variables there is still a tendency.
The product factor has no positive and significant effect on consumer loyalty as seen from the significance value greater than 0.05 or tcount (-463) < ttable (2,023). Then the influence of cultural factors partially on consumer loyalty is 51.0%. Social factors have a positive and significant effect on student decisions seen from the significance value less than 0.05 or tcount (1.580) < ttable (2.023). Then the influence of social factors partially is 8.00%. Personal factors have a positive and significant effect on consumer decisions seen from the significance value less than 0.05 or tcount (2,094) > ttable (2,023). Then the influence of personal factors partially is 46.5%. Psychological factors have a positive and significant effect on consumer decisions seen from the significance value less than 0.05 or tcount (5.402) > ttable (2.023). Then the influence of psychological factors partially is 68.5%. Product, price, distribution and promotion factors simultaneously have no positive and insignificant effect on consumer loyalty in choosing IM3 prepaid cards. This is because the significance value is greater than 0.05 or Fcount (178.672) > from Ftable (2.63). Then the coefficient of determination shows that the contribution of the four variables together has an effect on consumer loyalty by 68.5%.
– 0.199. Then it can be concluded also that the price factor (X2) has an influence of 08.00% on consumer loyalty (Y)