The Influence of Promotion and Price Towards Buying Decisions Cellular Services Prepaid Mentari in Padang City.
Sl TIIESIS
DECISTONS
I,TEE INFLUENCE OF PROMOTION AND PRICE TOWARDS BTJYING
CF,I,I,[JLARSERIr'ICES PREPAID MENIARI
PrcpaedJ",
pa ul
nquircnent tuabtoth Bathelor Desrce
FAUZI ILIIAM
01152062
Management Department
Ecoronic Ftculty of ADdalas Univ..sity
Pidanq, July 2009
,iJ
t,l
taddg ll Januxri 193.1 b)Nanra('turg Iu!: RrAnido\uii
al.nodi J) lunEar: Ivlmdcmro r) No Bt, 0.1 t52 061
Lahir
I5 Juli
ne InnuencertPtum0rion
2000
s) l\cdikrr Lulus: San-!at Mc.ruxsltan
!nd Price To{ard! Buying Dcckions
c
Supcr-isor Dr Yulia llendri Yeni.
,1:
t
ipsl olahdiprtuhankandidcpan
nnl
di
sidrngp.nlulid dlr!dskr, ILLL'spdt
\crurri.l.h D.iauji,
MS
!.
KdLrrLru$n Mmrj,ms
Nr| rl2
r6.1008
lrr verirar
dai nicnd.pd nom.rat!m rus:
CI'APIER
I
IN1'RODUL-TION
Bus ness compctilion
n jdn kccping on ising in cach .nd ever! i'rdu ry in
lndotrcsia lt is nor Dnl! ,mon.q the sane industrlcs but among aho difierenl iirdusrrics
rv[ich sre strugelin8 dctinJing and pmrdcii.g rheir position lrom eirhc.
d;s!
ompcritos or indirNt codpcrird$.
The ahosphere i5 even more inrcnsc wirh rhc
sutuunding rhe comp€ljng
fim
With t[c incrcasing numbe. olindusry lvhich purpose
ol lulfillint the n.eds ol cvd!
Covcmdcnt
h6 $e ell{.vc
dynoic chqec oi civionmenr
cnsrome.,
in the
shapc
of nedns or \esice
role in tunDioa thc dclclopncnr of economic, which
haring rhe imenrion foce and slepping lorsard rhE indNriatiation. thcv
incr€asins the
lcvcLolliE
Advancc
and
Inr
the
xc
sdrc of
irc .iliz.n
uhnologr ln alla\Cect olhuman livd make lile
becomc casier, a6ror.
codplicoi.d. In lnc enrc diEctioD, humtu neens ako unlimited niakc
iilt
becdne
.omplicded, so $icntGts try to lirltill all ol it hy usinE tcchnoloe!. On€.frhe industial
sub-sccrorwhich isexpcnending orextemely hiEI delcldrmem is tne cellularscfljccs
fte d€vel.pmmr olcellular sNices sho*s s vci_a
[ri
groerh, elen in piodud mounr
producedandahot[eamounroll]cproduer ThGthinecanbclno*n b]rheemerying
veious cclluld seNices prodtr€E. such
PI
6 PT tndoet tbk * irh lMi,Mcollri .Msd\
T€l(.msel *ith produc! Sinpari ,Halo
\plor
dJ As or Pl Excctconindo
,and Hutchison cP TeLecommunicalion
wiih Xl_
Md
sd
lndoncsir(HCPT)rith prodrd-3,Three
l !bo!c
Froh rhc fiCu.e l
lndunr] in
nlrkcr
l
shows rh3r rhe eado
ol Mrrler Shtr Cc|utar
doncsi, xic Tcllodscl wiih markd shm 4so/qud runncr
!p lnddslt
sh3rc 25%.EiceLcomindr) !4%,lrutchkon 2 %.Mohile-8 1", Md orher
r\s
frrkt
r,t,dJz?.
leader'lelkomsl nol ovctucrivd in enu arion
ln olhcr sidc.s ru.ncr up lndost is
lnlusrics in lndonesia.
and
omp€tition lo impleme
olcours
llion
rat
had
a challenger
1091,
k.t,
ar competitior,
j6t
or M?ket ShaF ccltutar
srarcE] ro gcr more ntrkct
nntclt/
*,irh
shart
IndDsar adopts mark.rine
J *,in the
shrsr-
thar
suitlblc silh mrlcr.ondnions.
One
wly ro
inrplenrenbtioD
swices mdketinsmix
is
pdluc! pmnotiotr. prie
irat firegy by adopr soicc dekeline mir.'the
citcrsiod dl the.4
Ps
and plac€ emain bur
physielevidencc and
proess
duc ro tho high {lcgree
otd
arc inchded
b7
fianc*ork The e$enlislclen
$nc
Ps
dddirtunal variabtcs
mix. lhc ned
rect conra4 bei*ectr ihc p.ovideu and ihe
6r
-
nts
peopte.
rhe exrension
cunonc6.
ot
h
CHAPTIIR Vt
CONCLUSION & SUCCESTTON
ciapt$ willexpllin
Basrd on dieussion
:
about onclusion of
l6m lne p.evioos
EMh.
chapteE,
n k dren the
concLusion
PDmotion tuc1o6 resuh oncludes $al p-rdtu. ot pmnorions tador
d ( .SrC
.?/ur,
influene
) lablcs is c{tml td 0 671 dris number it mcms lnere aE
Gtwccn promolionr
lebr
no
wirh purchdi'rg,also eid rhd rhcrc aru Drhe. tacioE
do! innucnc rhe buyi.s iftcnrion b.side pohorions tacto., b€rrse 0673
2
rvzl,a
olconslnc md usd CellularSotuices prepaid Menbri it is tbund rh.
ofpi4
factor ar ( Si&
cond, )
siBniidr innuene bet €n p.ie villr
is equatto 0.04 *hich cxprcss rhcre is
buying inrenlion
fro,n existed aactoc that are prom.rion l@106
inUuenc€ on onsumc and us€d
4.
is
lhis r€sarch Esuh concludd $at pricc hcrrs havc innucnce on buyiiq
inlenrion
3
d
dd
b@us
price
0.04 is smo|cr
tctoN
The bigge$
Celluls Scruies pEpaid Menbi is pricc tactoF
Th€ Elue liom thc nIo indep€ndenl vdirbtos ai
Ebl6 ol ANOVA
0010, ihls indi€t. rhar rhere is a si8nificdr intlucncc berwfrn
vdabld ( p.omolion and pricc
)
eo
is cqual rr
indep€ndcnt
concuftmtr to dep€.dcm v:riabLe {buyins
REfERTNCES
Blckwell, Mi.i.rd. Edgel, 2006, Co\tunet 8eh@ior l0th &litior, tlom$tr
Wenem,nc C,nd,
Compoy
le Indo$ Available ar \Tw.lndosal com
Profi
South
(June I 3 rh,20o9)
EJetune Mc.anby.B6itMa,k4i,{Mmqeidl Appruackl2r)i en. tldmew@d, lL:
rajd,B. Pemea ,2003, Coarrnet Behariot Towa..Js BxlinE lnt.ntioh .J Ltntboto
CiEarete ln I'adaE Ci|. Economic Fdculg of Andabs Univcsiry Padda.
'I h$n Urpublishcd
IhnJosph Et al.lg9aMult oiate Dota Andlrtb.Fith Edirion Pmlice ltatl
Inremalio.al lnc.,Nc* Jc6cy.
Knnk2004 C.n
K.tlct.
w
Betnjo4
8th
Ddjrjor, ftmlice H3ll Inrenational ,1.c.
P. 2003. MarketinE Manag.netu,
Elere"lh hiition, Prenti@ Hall
lnrematioml lnc
I
Koder,
Prd
oaryAnnsrrrne,
1997.
Doso Dasat l'.tuara".PEnhaltindo, J,t€n!
Kumar. R. (2005). Xerear., Me,hd/.los/: A Step-byst.pGui.lefut BzEinn s,2a.l
Nzl.,Sagc Publications, Newbury Park. CA.
LtcAH.C.
i
lggl), 'LldhodDl.rSiczl
ist@t ir i,tornrtia" srstatu t@er
rerearcr ", in K@mer, K.L. (Ed.), the tnlornatioh StiE^ Reetch
(
Ch.iknge: Snq Research Metho&, 3,
Ctmb.ids€, MA.
HNdd
Busine$ Sch@l
Pci
R
Jhor A QleJch and v Katr)
Eal, 2005. MT*elj,a
MunaAenent Teal and Cdses, MccmvHill compmies, l.c, Ncv YorL
I!r, Rajj!.
\4drdi{ '.200oraol,v. TaM4t fon{ Mn^4ptu4t 44tu,tdt Men.a Dota1
M.nbeli ,1i/ Minuh lsi UdnA Di fola Pd./a'Ij, Frkutbi Etonomi Univcsir.s
Andald
ltdss. Skid
Unpubljsh
DECISTONS
I,TEE INFLUENCE OF PROMOTION AND PRICE TOWARDS BTJYING
CF,I,I,[JLARSERIr'ICES PREPAID MENIARI
PrcpaedJ",
pa ul
nquircnent tuabtoth Bathelor Desrce
FAUZI ILIIAM
01152062
Management Department
Ecoronic Ftculty of ADdalas Univ..sity
Pidanq, July 2009
,iJ
t,l
taddg ll Januxri 193.1 b)Nanra('turg Iu!: RrAnido\uii
al.nodi J) lunEar: Ivlmdcmro r) No Bt, 0.1 t52 061
Lahir
I5 Juli
ne InnuencertPtum0rion
2000
s) l\cdikrr Lulus: San-!at Mc.ruxsltan
!nd Price To{ard! Buying Dcckions
c
Supcr-isor Dr Yulia llendri Yeni.
,1:
t
ipsl olahdiprtuhankandidcpan
nnl
di
sidrngp.nlulid dlr!dskr, ILLL'spdt
\crurri.l.h D.iauji,
MS
!.
KdLrrLru$n Mmrj,ms
Nr| rl2
r6.1008
lrr verirar
dai nicnd.pd nom.rat!m rus:
CI'APIER
I
IN1'RODUL-TION
Bus ness compctilion
n jdn kccping on ising in cach .nd ever! i'rdu ry in
lndotrcsia lt is nor Dnl! ,mon.q the sane industrlcs but among aho difierenl iirdusrrics
rv[ich sre strugelin8 dctinJing and pmrdcii.g rheir position lrom eirhc.
d;s!
ompcritos or indirNt codpcrird$.
The ahosphere i5 even more inrcnsc wirh rhc
sutuunding rhe comp€ljng
fim
With t[c incrcasing numbe. olindusry lvhich purpose
ol lulfillint the n.eds ol cvd!
Covcmdcnt
h6 $e ell{.vc
dynoic chqec oi civionmenr
cnsrome.,
in the
shapc
of nedns or \esice
role in tunDioa thc dclclopncnr of economic, which
haring rhe imenrion foce and slepping lorsard rhE indNriatiation. thcv
incr€asins the
lcvcLolliE
Advancc
and
Inr
the
xc
sdrc of
irc .iliz.n
uhnologr ln alla\Cect olhuman livd make lile
becomc casier, a6ror.
codplicoi.d. In lnc enrc diEctioD, humtu neens ako unlimited niakc
iilt
becdne
.omplicded, so $icntGts try to lirltill all ol it hy usinE tcchnoloe!. On€.frhe industial
sub-sccrorwhich isexpcnending orextemely hiEI delcldrmem is tne cellularscfljccs
fte d€vel.pmmr olcellular sNices sho*s s vci_a
[ri
groerh, elen in piodud mounr
producedandahot[eamounroll]cproduer ThGthinecanbclno*n b]rheemerying
veious cclluld seNices prodtr€E. such
PI
6 PT tndoet tbk * irh lMi,Mcollri .Msd\
T€l(.msel *ith produc! Sinpari ,Halo
\plor
dJ As or Pl Excctconindo
,and Hutchison cP TeLecommunicalion
wiih Xl_
Md
sd
lndoncsir(HCPT)rith prodrd-3,Three
l !bo!c
Froh rhc fiCu.e l
lndunr] in
nlrkcr
l
shows rh3r rhe eado
ol Mrrler Shtr Cc|utar
doncsi, xic Tcllodscl wiih markd shm 4so/qud runncr
!p lnddslt
sh3rc 25%.EiceLcomindr) !4%,lrutchkon 2 %.Mohile-8 1", Md orher
r\s
frrkt
r,t,dJz?.
leader'lelkomsl nol ovctucrivd in enu arion
ln olhcr sidc.s ru.ncr up lndost is
lnlusrics in lndonesia.
and
omp€tition lo impleme
olcours
llion
rat
had
a challenger
1091,
k.t,
ar competitior,
j6t
or M?ket ShaF ccltutar
srarcE] ro gcr more ntrkct
nntclt/
*,irh
shart
IndDsar adopts mark.rine
J *,in the
shrsr-
thar
suitlblc silh mrlcr.ondnions.
One
wly ro
inrplenrenbtioD
swices mdketinsmix
is
pdluc! pmnotiotr. prie
irat firegy by adopr soicc dekeline mir.'the
citcrsiod dl the.4
Ps
and plac€ emain bur
physielevidencc and
proess
duc ro tho high {lcgree
otd
arc inchded
b7
fianc*ork The e$enlislclen
$nc
Ps
dddirtunal variabtcs
mix. lhc ned
rect conra4 bei*ectr ihc p.ovideu and ihe
6r
-
nts
peopte.
rhe exrension
cunonc6.
ot
h
CHAPTIIR Vt
CONCLUSION & SUCCESTTON
ciapt$ willexpllin
Basrd on dieussion
:
about onclusion of
l6m lne p.evioos
EMh.
chapteE,
n k dren the
concLusion
PDmotion tuc1o6 resuh oncludes $al p-rdtu. ot pmnorions tador
d ( .SrC
.?/ur,
influene
) lablcs is c{tml td 0 671 dris number it mcms lnere aE
Gtwccn promolionr
lebr
no
wirh purchdi'rg,also eid rhd rhcrc aru Drhe. tacioE
do! innucnc rhe buyi.s iftcnrion b.side pohorions tacto., b€rrse 0673
2
rvzl,a
olconslnc md usd CellularSotuices prepaid Menbri it is tbund rh.
ofpi4
factor ar ( Si&
cond, )
siBniidr innuene bet €n p.ie villr
is equatto 0.04 *hich cxprcss rhcre is
buying inrenlion
fro,n existed aactoc that are prom.rion l@106
inUuenc€ on onsumc and us€d
4.
is
lhis r€sarch Esuh concludd $at pricc hcrrs havc innucnce on buyiiq
inlenrion
3
d
dd
b@us
price
0.04 is smo|cr
tctoN
The bigge$
Celluls Scruies pEpaid Menbi is pricc tactoF
Th€ Elue liom thc nIo indep€ndenl vdirbtos ai
Ebl6 ol ANOVA
0010, ihls indi€t. rhar rhere is a si8nificdr intlucncc berwfrn
vdabld ( p.omolion and pricc
)
eo
is cqual rr
indep€ndcnt
concuftmtr to dep€.dcm v:riabLe {buyins
REfERTNCES
Blckwell, Mi.i.rd. Edgel, 2006, Co\tunet 8eh@ior l0th &litior, tlom$tr
Wenem,nc C,nd,
Compoy
le Indo$ Available ar \Tw.lndosal com
Profi
South
(June I 3 rh,20o9)
EJetune Mc.anby.B6itMa,k4i,{Mmqeidl Appruackl2r)i en. tldmew@d, lL:
rajd,B. Pemea ,2003, Coarrnet Behariot Towa..Js BxlinE lnt.ntioh .J Ltntboto
CiEarete ln I'adaE Ci|. Economic Fdculg of Andabs Univcsiry Padda.
'I h$n Urpublishcd
IhnJosph Et al.lg9aMult oiate Dota Andlrtb.Fith Edirion Pmlice ltatl
Inremalio.al lnc.,Nc* Jc6cy.
Knnk2004 C.n
K.tlct.
w
Betnjo4
8th
Ddjrjor, ftmlice H3ll Inrenational ,1.c.
P. 2003. MarketinE Manag.netu,
Elere"lh hiition, Prenti@ Hall
lnrematioml lnc
I
Koder,
Prd
oaryAnnsrrrne,
1997.
Doso Dasat l'.tuara".PEnhaltindo, J,t€n!
Kumar. R. (2005). Xerear., Me,hd/.los/: A Step-byst.pGui.lefut BzEinn s,2a.l
Nzl.,Sagc Publications, Newbury Park. CA.
LtcAH.C.
i
lggl), 'LldhodDl.rSiczl
ist@t ir i,tornrtia" srstatu t@er
rerearcr ", in K@mer, K.L. (Ed.), the tnlornatioh StiE^ Reetch
(
Ch.iknge: Snq Research Metho&, 3,
Ctmb.ids€, MA.
HNdd
Busine$ Sch@l
Pci
R
Jhor A QleJch and v Katr)
Eal, 2005. MT*elj,a
MunaAenent Teal and Cdses, MccmvHill compmies, l.c, Ncv YorL
I!r, Rajj!.
\4drdi{ '.200oraol,v. TaM4t fon{ Mn^4ptu4t 44tu,tdt Men.a Dota1
M.nbeli ,1i/ Minuh lsi UdnA Di fola Pd./a'Ij, Frkutbi Etonomi Univcsir.s
Andald
ltdss. Skid
Unpubljsh