IKLAN DAN PROMOSI, TARIF LAYANAN MURAH, FASILITAS BARU DAN JUMLAH OUTLET/GERAI LAYANAN MEMPENGARUHI BRAND SWITCHING PADA PENGGUNA SIM CARD GSM DI JAKARTA

IRWANSYAH, RUDY (2008) IKLAN DAN PROMOSI, TARIF LAYANAN MURAH, FASILITAS BARU DAN JUMLAH OUTLET/GERAI LAYANAN MEMPENGARUHI BRAND SWITCHING PADA PENGGUNA SIM CARD GSM DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The growth of the telecommunications industry has developed increasingly fast and caused the competition in the communication field to be increasingly tight. The communication system expended inline with the humankind requirement. The strictness competition condition for this telecommunications industry has caused the phenomenon of the increase in the consumer's preference in choosing and buying a product or the service. In return, this had finally resulted in the occurrence of the brand switching process. This research used the analysis method of the factors in the stage of the introductory research; it was continued with the analysis of regression after being obtained by new factors that were formed. Factors that was suspected in influenced the behavior of the consumer in brand switching process especially to the user SIM Card GSM in Jakarta was the Advertisement and the promotion (X1), the cheap service tariff (X2), new facilities and the number outlet/the service counter (X3) . The research was shown that the three factors had the influence on the process brand switching. It Produced correlation coefiesien(r) of 0.776 which mean that there were strong positive relations between the whole variables of X and variable Y. Cellular Providers must carry out the promotion activity actively, paid attention to selected kind of advertisements, as well as making an innovative promotion. It was needed to make cheap pricing policy in each innovation of the price variable that was offered, such as the imposition of the tariff, the price of the product and the pulse bonus. Increased the number of product supplies, widened the distribution channel, and increased the network of the service counter, carried out the attribute innovation of the product. The increase in the product innovation also must be carried out, because this was proven to be effective affected the consumer in brand switching process. The key word: Brand Switching, SIM Card GSM, Analysis of Factors and Regression.

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