WIJAYA, MOCHAMAD YHANUAR (2015) PENGARUH BAURAN PEMASARAN EMPAT P (PRODUCT, PRICE, PEOPLE, PROMOTION) TERHADAP KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN KARTU SMARTFREN (Survei di Galeri Smartfren Cabang Serang Ruko Bhayangkara Jalan Jenderal Sudirman No.38 Penancangan, Serang-Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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PENGARUH BAURAN PEMASARAN EMPAT P (PRODUCT, PRICE, PEOPLE, PROMOTION) TERHADAP KEPU.PDF - Published Version Restricted to Registered users only Download (5MB) |
Abstract
Mochamad Yanuar Wijaya. NIM 091928. "Influence Marketing Mix Four P (Product, Price, People, Promotion) on Consumer Smartfren Card Decision".Thesis. Communication Science Program. Faculty of Social and Political Science. Sultan Ageng Tirtayasa University. 2015. The marketing strategy used by companies to retain customers of PT. Smartfren Telecom, Tbk using 4p marketing mix strategy (product, price, people, promotion) to retain customers in using Smartfren card. This study aims to determine the effect 4p marketing mix (product, price, people, promotion) to the consumer's decision to use Smartfren card. This study uses the theory of marketing mix (product, price, people, promotion) to examine the issues raised. Data is collected using questionnaires to survey techniques on consumers Smartfren Smartfren Gallery branch in Serang the number of respondents as many as 397 people were obtained from the calculation precision Yamane sampling error of 5%. The results showed that the influence of 4p marketing (product, price, people, promotion) to the consumer's decision to use a card smartfren of 34.81% with a value of r count is 0.59. Correlation between variables X and Y in this study are in the medium category. The research data shows that the product and the price has significant impact on consumer decisions in using Smartfren card. While people and promotion does not really give a significant influence on consumer decisions in using Smartfren card. Keywords: Marketing Mix 4P, Consumer Decision
| Item Type: | Thesis (S1) | |||||||||
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| Uncontrolled Keywords: | Marketing Mix 4P, Consumer Decision | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi | |||||||||
| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 11 Apr 2022 14:21 | |||||||||
| Last Modified: | 11 Apr 2022 14:21 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/12007 |
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