THE ANALYSIS OF MARKETING MIX OF TELEPHONE SERVICE AND ITS INFLUENCE TO RESIDENTIAL USERS DECISION IN CONSUMING TELEPHONE (CASE STUDY AT KANDANTEL SURABAYA)

Abstract

The purpose of this research is to know whether the marketing mix telephone
service has a significant influence to the residential User’s decision in consuming
telephone. The research method used in this study is survey method with 387
respondents of Telkom’s Users. The tool to collect the data is Questionnaire and
the analysis technique is strip analysis. The result of this research shows that the
influence of all variable in marketing mix is 70,20%. From the result of partial
testing, it is found that independent variables such as product, price, distribution,
promotion, human resources, process and the physical evidence have influence on
the residential to decide users in consuming telephone. The calculation with F test
also get the significant mark, its about 0,000. It means there is an influence both
in marketing mix such as product, price, distribution, promotion, human
resources, process and the physical evidence on residential users’ decision in
consuming telephone. Variabel product is a variable which has dominant
influence, it’s known by the mark of standardized coefficient value and product
contribution to decide in consuming telephone. Based on the mark of
standardized coefficient, it is 0,264 and based on the mark conribution influence
of product is 8,352. The Results that Telkom has superiority product from feature
and special service aspects that important to user.