THE INFLUENCE OF PERCEIVED PRICE, PERCEIVED QUALITY, AND PROMOTION TOWARD CUSTOMER PERCEPTION ON IM3 OOREDOO (A CASE STUDY AROUND THE STUDENTS IN PRESIDENT UNIVERSITY)

Abstract

Indosat as one of the biggest SIM card provider in Indonesia need to enhance their strategy in marketing in order to achieve greater growth of total subscribers especially for their IM3 Ooredoo product which accounted as the biggest contributor for Indosat itself. Apparently Indosat has successfully grew its subscriber but Indosat suffer the lowest growth in 2013 in the period of 2009 – 2013. As the market of smartphone is growing rapidly recently, it gives an opportunity to other business and one of the business that get the positive effect of this phenomena is SIM card provider. That is why Indosat need to focus in growing its total subscribers to win the market. This research conducted to help the company to increase its total subscribers which will resulted in higher revenue by creating a good customer perception, in this case IM3 Ooredoo as the biggest contributor for Indosat will be the subject of this research. This research used three independent variables which are perceived price, perceived quality, and promotion. Quantitative survey was chosen as the method of this research with students of President University who have ever use IM3 Ooredoo as their SIM card provider, and simple random sampling technique as the sampling method. President University students chosen as the population of this research because they are in the scope of the target market of IM3 Ooredoo which is young adult. By distributing online (Google Docs) questionnaires there are 86 valid data that analyzed using multiple linear regression to test the hypothesis. The conclusion of this research were only two out of three independent variables which significantly influence the customer perception of IM3 Ooredoo. They were Perceived Price and Perceived Quality. While Promotion was the only variable that did not significantly influence the customer perception. It was because the respondents in this research do not think that they got influenced by the promotion of IM3 Ooredoo to have a perception that IM3 Ooredoo is the best SIM card provider even if the promotion of IM3 Ooredoo is interesting to watch, unique, easy to understand, and it can be seen quite frequent in the media.