THE ANALYSIS OF MARKETING MIX OF TELEPHONE SERVICE AND ITS INFLUENCE TO RESIDENTIAL USERS DECISION IN CONSUMING TELEPHONE (CASE STUDY AT KANDANTEL SURABAYA)

Tamonsang, Matheous (2012) THE ANALYSIS OF MARKETING MIX OF TELEPHONE SERVICE AND ITS INFLUENCE TO RESIDENTIAL USERS DECISION IN CONSUMING TELEPHONE (CASE STUDY AT KANDANTEL SURABAYA). Universitas Jenderal Soedirman. (Unpublished)

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Abstract

The purpose of this research is to know whether the marketing mix telephone service has a significant influence to the residential User’s decision in consuming telephone. The research method used in this study is survey method with 387 respondents of Telkom’s Users. The tool to collect the data is Questionnaire and the analysis technique is strip analysis. The result of this research shows that the influence of all variable in marketing mix is 70,20%. From the result of partial testing, it is found that independent variables such as product, price, distribution, promotion, human resources, process and the physical evidence have influence on the residential to decide users in consuming telephone. The calculation with F test also get the significant mark, its about 0,000. It means there is an influence both in marketing mix such as product, price, distribution, promotion, human resources, process and the physical evidence on residential users’ decision in consuming telephone. Variabel product is a variable which has dominant influence, it’s known by the mark of standardized coefficient value and product contribution to decide in consuming telephone. Based on the mark of standardized coefficient, it is 0,264 and based on the mark conribution influence of product is 8,352. The Results that Telkom has superiority product from feature and special service aspects that important to user. Keywords : Mix Marketing, Product, Price, Ditribution, Promotion, Human Resources, Process, Physical Evidence and decided in consuming telephone.

Item Type:	Other
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business > Accounting Study Program
Depositing User:	Sulimin BP3
Date Deposited:	24 Jun 2023 11:12
Last Modified:	24 Jun 2023 11:12
URI:	http://erepository.uwks.ac.id/id/eprint/14808

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