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ANGGANA, Raihan Fakhrin and IDRIS, Idris (2016) ANALISIS PENGARUH KESADARAN MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KARTU PRABAYAR XL DI KALANGAN MAHASISWA (Studi Pada Mahasiswa Universitas Diponegoro). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

The amount of mobile telecommunications services provider in Indonesia
currently causing a stiff competition between fellow providers of mobile
telecommunications services. There are six brands of GSM providers that publicly
known in Indonesia, XL is one of them. The problem that occurs is a decrease in
the number of subscribers of the XL mobile telecommunication prepaid service. It
is characterized by the number of subscribers of XL prepaid service are decrese
from 60.172 to 42.100 in two years. And it also caracterized by the number of the
other prepaid service providers are increased each year. By the year of 2015, XL
already do some marketing campaign, including through sales promotion and
advertising. This study is aimed to analyze the influence of brand awareness,
price, and promotions to the customer buying decision in Diponegoro University
Students.
The population used in this study are all the students in Diponegoro
University who has an experience with the XL prepaid service product with
minimum six months use. The sampling technique used was purposive sampling.
The samples that taken for this study is 125 respondents. The methods of data
collection in this study is by using questionnaires that the author gave directly to
the respondents.
Based on this research, brand awareness, price, and promotion has a
positive influence to costumer buying decision for the XL prepaid
telecommunication service in the students of Diponegoro University. The variable
that used in this research that has biggest influence to the XL postpaid product
buying decision is promotion and the variable that has smallest influence to the
XL postpaid product is brand awareness.

Item Type: Thesis (Undergraduate)
Additional Information: brand awareness, price, promotion, buying decision,
telecommunication, ICT
Uncontrolled Keywords: brand awareness, price, promotion, buying decision,
telecommunication, ICT
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economics and Business > Department of Management
ID Code: 51523
Deposited By: Mr. Perpustakaan Fakultas Ekonomi
Deposited On: 17 Jan 2017 14:51
Last Modified: 17 Jan 2017 14:51

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Source: http://eprints.undip.ac.id

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