The Influence of Promotion and Price Towards Buying Decisions Cellular Services Prepaid Mentari in Padang City.

Sl TIIESIS

I,TEE INFLUENCE OF PROMOTION AND PRICE TOWARDS BTJYING CF,I,I,[JLARSERIr'ICES PREPAID MENIARI

DECISTONS

PrcpaedJ",

pa ul

nquircnent tuabtoth Bathelor Desrce

FAUZI

ILIIAM

01152062

Management Department

Ecoronic Ftculty

of ADdalas

Univ..sity

t,l

,iJ

Lahir

taddg

ll

Januxri 193.1 b)Nanra('turg

Iu!:

RrAnido\uii

al.nodi

J)

lunEar:

Ivlmdcmro

r)

No Bt,

0.1 t52 061 I5 Juli

2000

_s) l\cdikrr Lulus: San-!at Mc.ruxsltan

ne InnuencertPtum0rion !nd Price To{ard! Buying Dcckions

c

Supcr-isor

Dr

Yulia llendri Yeni.

ipsl olahdiprtuhankandidcpan

sidrngp.nlulid

dlr!dskr, ILLL'spdt

nnl

di \crurri.l.h _D.iauji,

MS

!. KdLrrLru$n Mmrj,ms

Nr|

rl2 r6.1008

lrr

verirar dai nicnd.pd nom.rat!m rus: ,1:

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

dynoic

chqec oi civionmenr sutuunding rhe comp€ljng

fim

With t[c incrcasing numbe. olindusry lvhich purpose

ol

lulfillint

the n.eds

ol cvd!

cnsrome.,

in

the shapc

of

nedns

or

\esice

the Covcmdcnt

h6

$e

ell{.vc

role

in

tunDioa thc dclclopncnr

of

economic, which haring rhe imenrion foce and slepping lorsard rhE indNriatiation. thcv

xc

sdrc of incr€asins the _lcvcLolliE Inr irc

.iliz.n

Advancc uhnologr ln alla\Cect olhuman livd make lile becomc casier, a6ror. and 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

6

PT tndoet tbk * irh _{lMi,Mcollri .Msd\} Md

PI

T€l(.msel

*ith

produc! Sinpari ,Halo

dJ

As

or

Pl

Excctconindo wiih Xl_

sd

Froh rhc fiCu.e

l

l

!bo!c

shows rh3r rhe eado

ol

Mrrler

Shtr

Cc|utar lndunr] in

l

doncsi, xic Tcllodscl wiih markd shm 4so/qud runncr

!p

lnddslt *,irh nlrkcr sh3rc 25%.EiceLcomindr) !4%,lrutchkon 2 %.Mohile-8 1", Md orher 1091,

r\s

frrkt

leader'lelkomsl nol ovctucrivd in enu arion ar competitior, k.t,

j6t

r,t,dJz?.

ln olhcr sidc.s ru.ncr up lndost is a challenger or M?ket ShaF ccltutar

lnlusrics in lndonesia. and

olcours

had srarcE] ro gcr more ntrkct

shart

J *,in the

omp€tition

lo

impleme

llion

rat

nntclt/

IndDsar adopts mark.rine

shrsr-

thar suitlblc silh mrlcr.ondnions.

One

wly

ro inrplenrenbtioD irat

firegy

by adopr

soicc

dekeline

mir.'the

swices mdketinsmix

is

citcrsiod dl the.4 Ps fianc*ork The e$enlislclen nts

ot

pdluc!

pmnotiotr.

prie

and plac€ emain bur

$nc

dddirtunal variabtcs

-

peopte. physielevidencc and

proess

arc inchded

b

7

Ps mix. lhc ned

6r

rhe exrension h

CHAPTIIR

Vt

CONCLUSION & SUCCESTTON ciapt$ willexpllin about onclusion of

EMh.

Basrd on dieussion

l6m

lne p.evioos chapteE,

n

k

dren the concLusion

d

:

PDmotion tuc1o6 resuh oncludes $al p-rdtu. ot pmnorions tador

d

( .SrC

4.

Th€ Elue liom thc nIo indep€ndenl vdirbtos ai

Ebl6

ol ANOVA is cqual rr

0010, ihls indi€t. rhar rhere is a si8nificdr intlucncc berwfrn

eo

indep€ndcnt vdabld

(

p.omolion and pricc

)

concuftmtr to dep€.dcm v:riabLe _{buyins

.?/ur,

) lablcs is c{tml td 0 671 dris number

it

mcms lnere aE

no

influene Gtwccn promolionr

lebr

wirh purchdi'rg,also

eid

_{rhd rhcrc aru Drhe. tacioE} do! innucnc rhe buyi.s iftcnrion b.side pohorions tacto., b€rrse 0673 is

2

lhis

r€sarch Esuh concludd

$at

pricc

hcrrs

havc innucnce on buyiiq

inlenrion olconslnc md usd CellularSotuices prepaid

Menbri

_{it is tbund rh.}

rvzl,a

ofpi4

factor ar ( Si&

cond,

₎ is equatto 0.04 *hich cxprcss rhcre is

siBniidr

innuene bet

€n

p.ie

villr buying inrenlion

b@us

0.04 is smo|cr

3

fro,n existed aactoc that are prom.rion l@106

dd

price

tctoN

The bigge$

REfERTNCES

Blckwell, Mi.i.rd. Edgel, 2006, Co\tunet 8eh@ior l0th

&litior,

tlom$tr South Wenem,nc

C,nd,

Compoy Profi le Indo$ Available ar \Tw.lndosal com (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

w

Betnjo4 8th Ddjrjor, ftmlice H3ll Inrenational _,1.c.

K.tlct. 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,

HNdd

Busine$ Sch@l

Pci

Ctmb.ids€, MA.

I!r,

Rajj!. Jhor A QleJch and

v

Katr)

R

Eal, 2005.

MT*elj,a

MunaAenent Teal and Cdses, MccmvHill compmies, l.c, Ncv YorL

\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