| dc.description.abstract | Nowadays, telecommunication companies begin to look at the
communication need as a new business arena without changing the concept of
inter-individual or inter-group interaction. Telecommunication companies are
now required to create more borderless world communication. PT.
Telekomunikasi Selular Tbk always known as Telkomsel is one of the leading
telecommunication companies in Indonesia with product such as simPATL
kartuHALO and KartuAS. Realizing how important to maintain existing customers
and to aim at the customers the potential market segment is, Telkomsel needs to
understand the need and the want of the consumers by creating the product which
can influence consumers' decision. This study aims at describing that the factors
of social group and brand image have positive and significant influence on
consumers' decision to subscribe kartuHALO in GraP ARI Selecta Medan. This
study used the theory of Marketing Management which is related to consumers'
behavior, factor of social group, brand image and consumers' decision. The
samples for this descriptive quantitative study were 100 persons. The data for this
study were obtained through interviews, questionnaire distribution and
documentation study. The variables for this study were measured through Likert
scale. The data obtained were analyzed through multiple linear regression tests.
The result of this study showed that the value of determination coefficient (R2) was
0.495 and simultaneously social group factor and brand image had a very
significant influence on the consumers ' decision to subscribe kartuHALO in
GraP ARI Selecta Medan. Partially, social group was the most dominant factor,
which means that, compared to the variable of brand image, the variable of social
group factor played more role in determining the consumers ' decision to
subscribe kartuHALO in GraP ARI Selecta Medan. | en_US |
