Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kartu Prabayar Simpati (Studi Kasus di Kelurahan Patrang Jember)

Abstract

PT Telekomunikasi Selular, commonly known as Telkomsel, is one of the oldest companies in Indonesia. Telkomsel entered the world of GSM technology starting around 1993. In the following year, the first GSM network operator was launched in Indonesia by PT Satelit Palapa in the form of a SIM card. Until 1995, PT Indosat, together with PT Telkomsel, was established with the launch of thhe first postpaid service product on May 26 1997, Telkomsel launched a prepaid sympathy card. Serving 27 provinces in Indonesia which have survived to this day. This study aims to determine whether the marketing mix consisting of product, price, place, promotion, people, process, and physical evidence has a significant effect simultaneously and partially on purchasing decisions. Data collection techniques used are non-probability sampling and questionnaires. The sampling technique used purposive sampling, with a total sample of 100 respondents. The results of this study show that, simultaneously, product, price, place, promotion, people, process, and physical evidence have a significant effect and partially, product, price, place, promotion, people, process, and physical evidence have a significant effect on purchasing decisions.