DWI , KURNIA ANJASMORO (2010) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN BERLANGGANAN SPEEDY PADA PT. TELKOM DIVISI REGIONAL V JAWA TIMUR. Jurnal Bisnis Indonesia, 1 (2). pp. 12-24. ISSN 2087-2402
Abstract
PT. Telkom as the largest telecommunications companies in Indonesia have internet access service with the largest market share, namely Telkom Speedy. One of the ways to improve the image of the product is by analyzing the promotion mix of consumer interest to subscribe telkom speedy. This study aims to determine the variables that affect the interests of consumers subscribe to the speedy PT. Telkom Regional Division V East Java. Dependent variable (Y) and the decisions of consumers subscribe to the independent variable (X) consisting of advertising, personal selling, selles promotion and publicity. Populations and samples in this study is telkom speedy product customers in Surabaya. Sampling technique used in this research is purposive sampling. The is analyzed by Multiple Linear Regression analysis techniques. Based on the result analysis was approved that simultaneously an partially, the independent variables werw affected the consumer decision. This was proved by Fcount > Ftable, and by tcount> t table.T. The dominant Independent variable has the greatest influence on the dependent variable is a variable of advertising.. Keywords: Advertising (X1), Personal Selling (X2), Selles Promotion (X3), Publicity (X4), and Consumer Decisions (Y)
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