#TITLE_ALTERNATIVE#

• Main Author: Fajar Utama (NIM : 29007013 ), Niko
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/13053
• Institution: Institut Teknologi Bandung

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