The Influence Of Service Quality, Price, Product Quality And Promotion Toward Consumer Perception In Purchasing Mobile Service Provider: Empirical Study On Blackberry Users
Abstract
Nurul Annisa Minandara (2012). The Influence of Service Quality, Price,
Product Quality, and Promotion toward Consumer Perception in Purchasing
Mobile Service Provider: Empirical Study on Blackberry Users. Yogyakarta,
International Program, Universitas Islam Indonesia.
This research objective is to determine the influence of Service Quality,
Price, Product Quality, and Promotion toward Consumer Perception in purchasing
mobile service provider, especially as Blackberry users. The competition among
mobile service provider in Indonesia is very tight. Consumers now have many
options before they decide to purchase certain brand of mobile service provider to
fulfill their needs of communication. The device they used, which is Blackberry
pushed consumers to be more selective in choosing the suitable provider while the
companies of mobile service provider offers differences in term of quality, price,
or promotion activity.
This study took 150 respondents who currently using Blackberry and were
asked about their consideration among service quality, price, product quality, or
promotion that affects them in purchasing mobile service provider. The data were
analyzed using AMOS Ver.5 in hypothesis testing by regression test. Hypotheses
were accepted if the probability level is less than 5% (p < 0.05). The result of the
hypothesis testing is showing that Service Quality, Price, and Promotion
significantly affects Consumer Perception with the dominant variable is
Promotion. However, Product Quality is insignificantly affects Consumer
Perception in their purchasing decision of mobile service provider, showing the
lowest value with probability level is greater than 5% (p > 0.05)
Based on the research, the dominant variable that influences them in
purchasing mobile service provider is Promotion. It means that consumers now
are not give much consideration about Product Quality since they have many
option in choosing mobile service provider while there are not much differences
in feature offerings excepts in Promotion and Price. Hence, the result showing that
the market of mobile service provider is in maturity stage based on Product Life
Cycle theory.
Keyword: Service Quality, Price, Product Quality, Promotion, Consumer
Perception, Mobile service provider, Blackberry users
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