ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MEMILIH OPERATOR SELULER (Studi pada Sebuah Perguruan Tinggi di Yogyakarta)

Abstract

Based on this research, it’s found that many factors can influence the consumer decision
to choose cellular’s operator. This article explains about the influence of merk, price, quality and
promotion towards consumer decision to choose cellular’s operator. The sample of this research
are university students in Yogyakarta. The result of this research shown that quality and
promotion have significant effect to consumer decision to choose cellular’s operator.
Key words : Consumer decision, cellular’s operator, quality, promotion