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