EFFECT OF MARKETING DECISIONS TO PURCHASE CARD SERVICES COMPANY PRIME CELLULAR OPERATOR TELKOMSEL, XL, AND INDOSAT CITY KABUPATEN OGAN KOMERING ILIR

Abstract

The study is to determine the effect of marketing decisions purchasing card services to mobile operators in prime company Kabupaten Ogan Komering Ilir City. The design of the study is a research associative. Associative research is research that aims to determine the relationship between two or more variables. Variables in this study consist of the marketing variable which are free services, product, price, promotion, and the process. The dependent namely variable is a buying decision. Population in this study are citizens of
the City Kabupaten Ogan Komering Ilir prime card technology that uses GSM (Global System for Mobile
Community), and 160 respondents are taken as a sample by using the sampling method (random cluster sampling). Primary data is obtained by using questionnaires and interviews. Analysis in this study uses Structural Equation Model to determine the effect of marketing decisions purchasing card services to mobile operators in prime company Kabupaten Ogan Komering Ilir City. The analysis shows that there are significant influence between the marketing in services partially and the decision of the prime card purchases mobile operator company in the City of Kabupaten Ogan Komering Ilir namely variable product, price, promotion, and processes.