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Based on data in worldwidestats, Indonesia includes in top 20 countries with <br /> <br /> <br /> <br /> <br /> <br /> highest number of internet users in the world. That makes Indonesia as one of the <br /> <br /> <br />...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/13053 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Based on data in worldwidestats, Indonesia includes in top 20 countries with <br />
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highest number of internet users in the world. That makes Indonesia as one of the <br />
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few countries in Asia with highest number of internet users in the world. Based <br />
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on the data, Indonesia has potential market because the number of internet users <br />
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in Indonesia increase every year. <br />
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Internet Service Provider (ISP) plays a significant role in the development of <br />
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Internet in Indonesia. In the past year, there has been an exponential growth in <br />
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the use of the internet, and Internet Service Providers have rushed into the <br />
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marketplace to service this demand. <br />
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ISP Companies including TELKOM Speedy should have a brand strategy to <br />
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make their brand chosen by consumers. From literature review resulted several <br />
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factors that affect a consumers when choosing a brand. In this research factors <br />
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that affect brand choice will divided in two major factors; factors that generally <br />
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affect brand choice; and factors that specifically affect brand choice in ISP <br />
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context. <br />
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The research conducted using questionnaires distributed to the Telkom Speedy <br />
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Residensial users in Bandung. Selections of the respondents use simple random <br />
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sampling method. Multiple regression analysis is used in this research to estimate <br />
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the model and test relationship between variable in the model. <br />
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The result of this study showed that from several factors found in the literature <br />
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review that affect brand choice such as Sales Promotion, Advertising, ISP <br />
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Technology and Coverage, Price, Brand Credibility, Internet Access Attributes <br />
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only Sales Promotion, Advertising, ISP Technology and Coverage that <br />
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significantly affect consumers in choosing TELKOM Speedy. From two major <br />
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factors; factors that generally affect brand choice; and factors that specifically <br />
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affect brand choice in ISP context resulted that factors that generally affect brand <br />
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choice has the bigger level of influence than factors that specifically affect brand <br />
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choice in ISP context. <br />
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Based on the survey, Majority of confirming dimensions heuristics is attributed <br />
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based choice strategy that the most widely used. |
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