Analisis Pengaruh Atribut Produk Terhadap Keputusan Pembelian Produk Kartu Prabayar IM3 (Studi Pada Mahasiswa Administrasi Bisnis FISIP Undip Semarang)

Abstract

This Research is motivated by the increasing competition in telecommunications today. This study aims to examine the effect of product attributes on product purchasing decisions of IM3 prepaid card. The research data we are obtained card users. The study took a sample of 100 respondents with a purposive sampling method. The research results show that : (a)The are is positive and significant correlation between price, Packaging and service with the purchase Decision; (b) abaout 55,9% variability of Buying Decision influenced by the price; (c) About 54,7% variability of Buying Decision influenced by the Packaging; (d) about 79,1 % of Purchasing Decision are influnced by the Services; (e) the variable service (X3) showed the greatest effective contribution that is equal to 55,97%. Based on these results, it is expected to be a reference for PT.Indosat, tbk to improve services for consumers both in terms of price in order to be more competitive than competitor. Later is this package to be made more atrractive, especially for young children who become the main market target IM3 card, then in terms of service, PT. Indosat need to increase more amenities.