ANALISIS PENGARUH KESADARAN MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KARTU PRABAYAR XL DI KALANGAN MAHASISWA (Studi pada Mahasiswa Universitas Diponegoro)
Abstract: The problem that
occurs is a decrease in the number of subscribers of the XL mobile
telecommunication prepaid service. It is characterized by the number of
subscribers of XL prepaid service are decrese from 60.172 to 42.100 in two
years. And it also caracterized by the number of the other prepaid service
providers are increased each year. This study is aimed to analyze the influence
of brand awareness, price, and promotions to the customer buying decision in
Diponegoro University Students. The population used in this study are all the
students in Diponegoro University who has an experience with the XL prepaid
service product with minimum six months use. The sampling technique used was
purposive sampling. The samples that taken for this study
is 125 respondents.
The methods of
data collection in
this study is
by using questionnaires that the
author gave directly to the respondents. Based on this research, brand
awareness, price, and promotion has a positive influence to costumer buying
decision for the XL prepaid telecommunication service in the students of
Diponegoro University. The variable
that used in this research that has biggest influence to the XL postpaid
product buying decision is promotion and
the variable that
has smallest influence to
the XL postpaid product is
brand awareness.
Keywords: brand awareness,
price, promotion, buying decision, telecommunication, ICT
Penulis: Raihan Fakhrin
Anggana, Idris
Kode Jurnal: jpmanajemendd170885
