Analisis Pengaruh Faktor Kelompok Sosial dan Citra Merek terhadap Keputusan Konsumen Berlangganan Kartu Halo di Grapari Selecta Medan

Abstract

Nowadays, telecommunication companies begin to look at the communication need as a new business arena without changing the concept of inter-individual or inter-group interaction. Telecommunication companies are now required to create more borderless world communication. PT. Telekomunikasi Selular Tbk always known as Telkomsel is one of the leading telecommunication companies in Indonesia with product such as simPATL kartuHALO and KartuAS. Realizing how important to maintain existing customers and to aim at the customers the potential market segment is, Telkomsel needs to understand the need and the want of the consumers by creating the product which can influence consumers' decision. This study aims at describing that the factors of social group and brand image have positive and significant influence on consumers' decision to subscribe kartuHALO in GraP ARI Selecta Medan. This study used the theory of Marketing Management which is related to consumers' behavior, factor of social group, brand image and consumers' decision. The samples for this descriptive quantitative study were 100 persons. The data for this study were obtained through interviews, questionnaire distribution and documentation study. The variables for this study were measured through Likert scale. The data obtained were analyzed through multiple linear regression tests. The result of this study showed that the value of determination coefficient (R2) was 0.495 and simultaneously social group factor and brand image had a very significant influence on the consumers ' decision to subscribe kartuHALO in GraP ARI Selecta Medan. Partially, social group was the most dominant factor, which means that, compared to the variable of brand image, the variable of social group factor played more role in determining the consumers ' decision to subscribe kartuHALO in GraP ARI Selecta Medan.