The Factor Analysis of Marketing Mix Blackberry Internet Service(BIS): Proceedings International Seminar on Business and Management: Improving Business Competitiveness Through Integrated System Bandung April 27-28, 2011

Maya Ariyanti

Informasi Umum

Kode

12.24.002

Klasifikasi

658.802 - General topics of marketing management, Communication in marketing, Green marketing, Market Segmentation, Marketing strategy

Jenis

E-Article

Subjek

Marketing Mix, Marketing Research, Internet Service-telecommunication Industry

No. Rak

Tel-U Bandung - Gedung Manterawu Lantai 5 : Rak 21
Tel-U Bandung - Gedung Manterawu Lantai 5 : Rak 22
Tel-U Purwokerto : Rak 8

Dilihat

84 kali

Informasi Lainnya

Abstraksi

The market growth of the telecommunication sector has been significant in the last fifteen years. One of the reason because people always need to communicate each other whenever and wherever they are. So for this reason, Research In Motion (RIM) in 2004 with blackberry product came to Indonesia. Blackberry has service for push email, telephone cellular, short message, browsing, and messenger. The growth of blackberry in Indonesia was growth very quickly. Blackberry user in Indonesia more than 1 million (ATSI, 2010). This research intends to gain data and information related the factor analysis of marketing mix blackberry internet service in Bandung. The study and discussion of the descriptive analysis on the telecommunication industry yielded conclusions that only six factors are important in customer decision to choose the blackberry internet service. They are variation of program pricing, the number of intermediaries, variation service package, speed of access, fitur and coverage. Keywords: Marketing Mix, Blackberry, Factor Analysis.