Analisis Pengaruh Bauran Pemasaran terhadap Pembelian Stater Pack di PT Smartfren Telecom Tbk. Area Sumatera Utara

Abstract

The development of communication technology occurs so rapidly. Communication technology offers the speed of exchanging information and the ability to reach even the ends of the world. In Indonesia, the rapid development can be seen from the increasing number of cellular companies, both domestic and abroad, that are competing to enliven the Indonesian telecommunications market. One of the telecommunications companies in Indonesia is PT.Smartfren Telecom, Tbk. In the market competition, the telecommunication company PT Smartfren Telecom, Tbk only has a market share of 5.85% which is still far above other competitors. Based on the preliminary survey conducted, the main factor that plays a role in the decision to purchase Smartfren products is the affordable price of Smartfren products. This shows that the price of the product provided by the company is not the only factor that can determine the purchase decision. So based on these problems, the authors are interested in examining the Effect of Marketing Mix on Increasing the Number of Customers at PT Smartfren Telecom Tbk. North Sumatra area. The purpose of this study is to analyze the most significant marketing mix factors influencing purchasing decisions. The research method used is quantitative analysis which aims to determine the effect of the Marketing Mix consisting of Product, Price, Distribution and Promotion on Purchase Decisions at PT Smartfren Telecom Tbk. North Sumatra area. Data was collected by distributing questionnaires to consumers, and this data was analyzed quantitatively with a population of all customers and a total sample of 102 customers. After statistical tests were carried out, the results of this study showed that the Marketing consisting of Product, Price, Distribution and Promotion had a significant effect on purchasing decisions.