THE INFLUENCE OF PRICE, QUALITY, ADVERTISEMENT, AND BRAND AWARENESS TO CONSUMER BUYING BEHAVIOR OF “3” CELLULAR SERVICE PROVIDER IN MANADO

Abstract

Telecommunication industry  in Indonesia has experienced a rapid development from the past years, as nowadays mobile phone is no longer a luxury product, but already a common product that is used by all ages as a necessity. The development of the mobile phone cannot be separated from the availability of the cellular service provider, because variety of features that  are produced by mobile phone company will be useless if the cellular service provider does not provide the support services. “3†as one of the new cellular service provider that operate in Manado keeps increasing its service and also keep attracting new customers. This research is purposed to examine the consumer buying behavior of “3†cellular service provider in Manado, with price, quality, advertisement, and brand awareness as the variables. This research uses multiple regression model to answer the research problem . The population observed is people who use “3†as their cellular service provider in Manado with sample as many as 100 respondents. This research concludes that variables of price, quality, and brand awareness influence consumer buying behavior of “3†cellular service provider with price as the most influencing variable and advertisement does not  influence consumer buying behavior of “3†cellular service provider.

Keywords: price, quality, advertisement, brand awareness, consumer buying behavior