Marketing mix analysis of an Internet service provider in Indonesia

• Main Authors: Wardhana, Aditya, Pradana, Mahir, Syarifuddin, Syarifuddin, Alves, Angelino, Firmansyah, Iqbal
• Format: Conference Proceeding
• Language: English
• Published: SPIE 10.04.2023
• ISBN: 1510664386; 9781510664388
• ISSN: 0277-786X
• DOI: 10.1117/12.2675074

The number of brands and products competing in the market is growing in the current modern marketing period, giving consumers more options and alternative goods and services that can suit their needs, as well as the freedom to make their own decisions. Consumer decision-making is influenced by a variety of factors, which makes it particularly difficult to examine consumer purchasing behavior. Individual internal and external influences have an impact on purchasing decisions. Lifestyle, personality, and self-concept, motivation, perception, knowledge, and beliefs are examples of internal influences that affect an individual. Environmental variables and the marketing mix are examples of external influences. With 100 respondents as the research subject, this study used quantitative methodologies with the goal of conducting descriptive and causal research. The Likert scale with research data testing was the scale employed in this investigation. This test for validity and reliability is quantitative in nature. With a total of 100 respondents, sampling was carried out using the probability sampling method and the random sampling type. The method of data analysis performed is straightforward linear regression analysis straightforward linear regression analysis.