NOVIYARTO, HANDY (2010) PENGARUH PERILAKU KONSUMEN MOBILE INTERNET TERHADAP KEPUTUSAN PEMBELIAN PAKET LAYANAN DATA UNLIMITED INTERNET CDMA DI DKI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
GSM and CDMA technology of choice for a potential market for providers of telecommunications network operators in Indonesia. Continuous growth of the Internet makes markets telecom operators actively market their race packets internet data services. Telecommunications operators such as GSM or CDMA do not want to lose to offer internet packages. Mobile internet packages which again became a trend and become a commodity product mainstay of Telecommunications to offer some service and get as many internet subscribers is to offer packet data services "Unlimited Internet". Consumer purchase decision is influenced by the purchasing behavior of consumers. The consumer buying behavior can be measured by four factors: cultural (X1), social (X2), private (X3) and psychology (X4). Therefore, this study performed an analysis of these four factors, in order to know whether all these factors affect, how the relationship and how much influence, and what factors most influence the purchase decision. Research restricted to users of telecommunications operators providing CDMA service Internet Unlimited data package, using descriptive and quantitative research. Data was collected by distributing questionnaires. Data analysis techniques using test validity and reliability, multiple regression, F test and t test with the aid of SPSS 16.0 software. The results of this study indicate that that variable Psychological factors (X4) with t count equal to 3.608 has the biggest influence / dominant / significant purchasing decisions unlimited data service package of CDMA in DKI Jakarta (verifiable). Keywords: Consumer Buying Behavior (Culture, Social, Personal, Psychological), purchasing decision, CDMA unlimited Internet. Teknologi GSM dan CDMA menjadi pilihan bagi pasar potensial bagi penyedia jasa operator jaringan telekomunikasi di Indonesia. Terus tumbuhnya pasar internet membuat operator telekomunikasi giat berlomba memasarkan paket-paket jasa layanan data internet. Operator-operator telekomunikasi GSM ataupun CDMA seperti tak mau kalah menawarkan paket-paket internet tersebut. Paket Mobile internet yang lagi menjadi trend dan menjadi komiditi produk andalan dari beberapa operator Telekomunikasi untuk menawarkan dan mendapatkan pelanggan internet sebanyak mungkin adalah dengan menawarkan paket layanan data “Unlimited Internet”. Keputusan pembelian konsumen sangat dipengaruhi oleh perilaku pembelian dari konsumen tersebut. Adapun perilaku pembelian konsumen dapat diukur dari empat faktor yaitu faktor budaya(X1), sosial(X2), pribadi(X3) dan psikologi(X4). Oleh karena itu, penelitian ini melakukan analisa dari keempat faktor tersebut, agar dapat diketahui apakah semua faktor tersebut berpengaruh, bagaimana hubungan dan seberapa besar pengaruhnya,serta faktor apa yang paling berpengaruh terhadap keputusan pembelian. Penelitian dibatasi hanya pengguna dari operator telekomunikasi CDMA yang menyediakan jasa layanan paket data Unlimited Internet, dengan menggunakan metode penelitian bersifat deskriptif dan kuantatif. Teknik pengumpulan data dilakukan dengan cara penyebaran kuesioner . Teknik analisa data menggunakan uji validitas dan reliabilitas, regresi berganda , uji F dan uji t dengan bantuan software SPSS 16.0. Hasil penelitian ini menunjukkan bahwa bahwa variabel faktor Psikologi(X4) dengan t hitung sebesar 3,608 memiliki pengaruh paling besar/dominan/signifikan dalam keputusan pembelian paket layanan data unlimited internet CDMA di DKI Jakarta (dapat dibuktikan). Kata kunci: Perilaku Pembelian Konsumen (Budaya, Sosial, Pribadi, Psikologis), Keputusan pembelian,CDMA unlimited Internet.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-554-10-002 |
| NIM/NIDN Creators: | 55408110003 |
| Uncontrolled Keywords: | Perilaku Pembelian Konsumen (Budaya, Sosial, Pribadi, Psikologis), Keputusan pembelian,CDMA unlimited Internet, Consumer Buying. Behavior(Culture, Social, Personal, Psychological), purchasing decision, CDMA unlimited Internet. MTEL, MAGISTER TEKNIK ELEKTRO |
| Subjects: | 600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan > 621 Applied Physics/Fisika terapan |
| Divisions: | Pascasarjana > Magister Teknik Elektro |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 13 Apr 2022 06:49 |
| Last Modified: | 25 Jul 2022 02:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59848 |
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