INTERAKSI MEREK, TARIF, LAYANAN, PROMOSI, RELASI DAN DISTRIBUSI TERHADAP PREFERENSI KONSUMEN TELEKOMUNIKASI
DOI:
https://doi.org/10.35261/barometer.v6i2.5137Abstrak
Preferensi konsumen dalam membeli ditentukan oleh banyak faktor. Dalam bisnis telekomunikasi di Indonesia banyak faktor yang menjadi pertimbangan konsumen dalam memilih produk telekomunikasi tersebut. Penelitian yang dilakukan di Kota Medan, Sumatera Utara, Indonesia menunjukan ada beberapa faktor yang menjadi pertimbangan konsumen. Faktor-faktor tersebut adalah merek, tarif, layanan, promosi, relasi serta distribusi. Keenam faktor tersebut diteliti juga bagaimana interaksi dan keterkaitan satu dengan yang lain terhadap preferensi konsumen dalam memilih operator terlekomunikasi. Interaksi antara variabel tersebut menggunakan model multi regresi linear. Dari penelitian diperoleh bahwa model matematika dari keenam faktor terhadap preferensi konsumen adalah Y = 3,924+ 0,33X1+0,051X2+0,110X3+0,215X4. Interaksi antara keenam variabel memiliki hubungan yang berbeda. Interaksi positif ada antara merek dan promosi, merek dan jaringan. Sedangkan interaksi negatif ada pada varibel merek dan distribusi serta jaringan dan promosi.
Unduhan
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