ANALISIS PENGARUH STRATEGI PENETAPAN HARGA MURAH UNTUK PANGGILAN SESAMA OPERATOR (INTERNAL CALL) PADA PERILAKU KONSUMEN DALAM MEMILIH DAN MEMBELI PRODUK ESIA PRABAYAR DI WILAYAH JABODETABEK

• Main Authors: , Setiawan Parikesit Kencana, , Prof. Dr. Bapak Basu Swastha Dharmmesta, M.B.A.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/98344/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=53491
• Institution: Universitas Gadjah Mada

The study aimed to analysis influence of the implementation strategies at a low price for internal call (onnet) on consumer behavior in selecting and buying Esia prepaid products in the Greater Jakarta area. The variables used in this study are based on the foundation of the existing theory and previous research developed by Kollman (2000) who conducted research on two decisions of potential customers, using the graph of the price/acceptance function and the charges/acceptance function and Munnukka (2008) in his research examines consumer intention to purchase mobile telecommunication services and how these intentions affect consumer price perception in the two mobile phone consumer segments and segment combinations. These variables are then adjusted with the aim of the research done and set up two variables, namely price perception variable as independent variable and the dependent variable price sensitivity variable, with demographic factors as moderating variables. Research conducted on 778 respondents who came to the Esia Gerai in the Greater Jakarta area. Data processing was done using regression analysis. Based on the research result shows that price perception variable provide a significant positive influence on the variable of price sensitivity.