THE INFLUENCE OF PRICE, PROMOTION, POSITIONING AND CLELBRITY ENDORSEMENT TOWARDS GSM SIMPATI PURCHASING DECISION ON UNIVERSITY STUDENTS IN JABABEKA AREA

Abstract

Technology changes very quickly and it drives customers to be more aware of what they have and what to expect. Improvement in telecommunication industry, particularly smartphone, leads to a better service by the telecommunication service provider as both are strongly related. Not only services but also how the company set their strategies to reach customers by maximizing several factors. Previous researchers found some factors were influential on consumers buying decision and it is believed that purchasing decision contributes significantly to a company success. Based on that case, this study is going to examine the influence of price, promotion, positioning, and celebrity endorsement on GSM Simpati purchasing decision in Jababeka area, Cikarang, Indonesia. The respondent of this research was undergraduate students from university located in Jababeka area which consists of 188 respondents. The data was gathered by questionnaire and further analyzed using statistical tool which was a Multiple Regression analysis. The result of this study shows that price, promotion, positioning and celebrity endorsement simultaneously have positive influence on GSM Simpati buying decision. However, there were only positioning and promotion variable that partially have a significant influence on Simpati purchasing decision. Furthermore, the most influential independent variable was positioning.