Penentuan Pemilihan Operator Seluler dengan Metode Analisis Efektifitas

Authors

  • Edy Suhartono Universitas Bojonegoro
  • Bambang Sri Wibowo STIE Mahardhika Surabaya

DOI:

https://doi.org/10.30588/jmp.v6i2.299

Keywords:

advertising media, consumer decision, cellular operator

Abstract

This study aims to examine the influence of advertising in print media, electronic media, and social media to consumer decisions in choosing Telkomsel cellular operators, the magnitude influence of each independent variable and the most dominant variable influence the consumer decisions. This study explains the relationship between research variables through hypothesis testing. The data collection method in this research is survey with questionnaire tools. Population in this research is all of the consumer of Telkomsel cellular operator. The quantity of sample used in this research is 40 respondents. Hypothesis testing uses multiple regression analysis. Based on the results of data analysis in this research indicate that the variables of print media, electronic media, and social media influence to consumer decisions. The magnitude of influence of print media is 7%, electronic media 27.7%, and social media 41.1%. The most dominant influence of the variable is the print media variable.

Author Biography

Edy Suhartono, Universitas Bojonegoro

Management Department

References

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Kotler, P. (2003). Manajemen Pemasaran. Edisi Kesebelas, Jakarta: Indeks Kelompok Gramedia.

Kotler, P. & Keller, K.L. (2008). Manajemen Pemasaran. Jilid 1, Edisi 12, PT. Indeks. Prabu, A.A. & Anwar, M. (2002). Perilaku Konsumen. Bandung: Refika.

Solomon, M.R. (2011). Consumer Behavior: Buying Having, and Being. Ninth Edition. NewJersey: Pearson Prentice-Hall, Inc.

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Published

2017-06-30

How to Cite

Suhartono, E., & Wibowo, B. S. (2017). Penentuan Pemilihan Operator Seluler dengan Metode Analisis Efektifitas. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 6(2), 18–26. https://doi.org/10.30588/jmp.v6i2.299

Issue

Vol. 6 No. 2 (2017)

Section

Articles

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