Jayanti, Silvia Eka (2009) Pengaruh bauran promosi terhadap keputusan pembelian konsumen kartu IM3 (studi pada mahasiswa Fakultas Sastra Universitas Negeri Malang) / Silvia Eka Jayanti. Diploma thesis, Universitas Negeri Malang.
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ABSTRACT Jayanti Silvia Eka. 2009. The Influence of Promotion Mixture toward Consumer s Purchasing Decision (Study on the Literature Faculty Student in Malang State University). Thesis. Management Study Economics Faculty Malang State University. Advisors (1) Drs. Dojoko Dwi K. M. Si (2) Drs. Agus Hermawan M.Si. M.Bus. Key Words Promotion Mixture Consumer s Purchasing Decision The competition of good and service bussiness is currently as hard occurred as possible. One of kind competition occurred is on the product of phone card which is offered by the vendors. There are several phone card products which spreads up in Malang they are IM3 Mentari XL As Simpati Axis Fren Esia and so on. Therefore those phone card vendors absolutely livened up this bussiness competition. In addition the problem faced now is not only concerning to the competition between vendors but also concerning to the new problem that is tariff war (tariff competition). This new problem is about the competition between vendors who compete to emerge the lowest tariff of phone card. It happens to all of kind of phone cards. The worst problem that is offered by the vendors is the emerging of Rp. 0 - price of tariff. In facing this problem the Government throughout the Communication and Information Ministry (Menkominfo) formulates such rules that is to forbid each vendor from determining Rp. 0 - price of phone cards tariff. Having slackened the tariff war now what is occurred is the promotion war such as by advertising selling promotion public relation and direct marketing. Nevertheless what is so rapidly offered is by advertising and selling promotion. By advertising all vendors compete to show their product superiority. To have that each vendor makes an advertisement as attractive as possible. Here they compete to give the newest features of their product and the enchanting tariff but do not give Rp. 0 - price of tariff again. Whereas by selling promotion each vendors compete to offer bonus given either it is given after the used of certain pulse or after the purchased of pulse with certain nominal rate. IM3 is one of phone card that is determining promotion mixture strategy. By advertising IM3 does explain that IM3 phone card really represent the younger or teenage personalization and the trend that exists among teenage. It is done for example by offering special tariff and bonus on GPRS feature which is internet now becoming new trend among younger or teenage. This is what we is called by selling promotion strategy of IM3 vendor. For public relation strategy IM3 operates it by becoming sponsor of such certain events and as the co-founder of the event while for direct marketing strategy IM3 operates it via internet. The population of this research is Literature Faculty Student in Malang State University especially for them who are IM3 consumer. Furthermore the technique of taking sample that is used is simple random sampling method. It means that the taking sample process is done randomly without paying attention on the strata in that population. The problem that is studied in this research is the influence of promotion mixture toward consumer s purchasing decision in which the consumer itself is the Literature Faculty Students of Malang State University who are using IM3 phone card. The variable that is engages to this research is free variable it is the promotion mixture that consists of the advertisement (X1) selling promotion (X2) public relation (X3) and direct promotion (X4). There is also bound variable which is in this research is the consumer s purchasing decision on IM3 phone card products. The result of this research shows that there is no significant influence between the advertisement and the IM3 consumer s purchasing decision on the Literature Faculty Student in Malang State University there is a significant influence between selling promotion and the IM3 consumer s purchasing decision on the Literature Faculty Student in Malang State University there is a significant influence between public relation and the IM3 consumer s purchasing decision on the Literature Faculty Student in Malang State University there is no significant influence between direct marketing and the IM3 consumer s purchasing decision on the Literature Faculty Student in Malang State University and finally there is a simultantly infulence between the advertisement selling promotion public relation and direct marketing toward the IM3 consumer s purchasing decision on the Literature Faculty Student in Malang State University. Based on the result obtained during this research the writer has some suggestions for IM3 vendor. It is that IM3 should give more clearly information either for its feature product or tariff given by IM3 since if the product s information is clear enough to be understood and then the consumers will not ask about what is meant exactly by that advertisement. Besides it is better for IM3 vendor to conduct special event to attract the consumer attention. These events can be in the form of special event conducted in the end of the year or special event covered by IM3 vendor to celebrate its birthday by giving a special invitation for its consumer. Then in this event IM3 vendor is able to offer their promotion programs to attract the consumer s attention. Moreover by conducting such event it is expected that IM3 is not only able to attract the consumers attention but also able to have a good relationship with its consumer.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | library UM |
| Date Deposited: | 26 Oct 2009 04:29 |
| Last Modified: | 09 Sep 2009 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/33214 |
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