PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN MEMBELI KARTU PRABAYAR IM3 (Studi Kasus Pada Mahasiswa Stiesia Surabaya)

Abstract

This study discusses the marketing mix consisting of product, price, distribution channels, promotion, participant, the physical environment and the influence on the purchase decision IM3 prepaid card in STIESIA Surabaya. IM3 prepaid card has the advantage of prepaid cellular service that is affordable and flexible. The population is the students of STIESIA Surabaya and 110 respondents have been selected as samples. The data analysis technique has been carried out by using multiple linear regressions which is meant to calculate the magnitude of the coefficient regression in order to shows the magnitude of influence of product, price, distribution channel, promotion, participant, physical environment, and process variables to the purchasing decision. The result of the multiple linear regressions examination shows that product, promotion, physical environment and the process have positive influence to the purchasing decision whereas price, distribution channel, and participants have negative influence to the purchasing decision of IM3 prepaid card on the students of STIESIA Surabaya. Meanwhile, promotion is the variable which has dominant influence to the purchasing decision of IM3 prepaid card on the students of STIESIA Surabaya.
Keywords : Service Marketing Mix, IM3 prepaid Card, and Purchasing Decision