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Sri Juliati
Universitas Jambi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH KELOMPOK REFERENSI, KELUARGA DAN KEPRIBADIAN TERHADAP PERILAKU KONSUMEN KARTU AS TELKOMSEL (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS JAMBI) Sri Juliati
Jurnal Dinamika Manajemen Vol. 3 No. 2 (2015): Jurnal Dinamika Manajemen
Publisher : Prodi Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jdm.v3i2.25030

Abstract

Consumer Behavior of Kartu As Telkomsel, a case study on students of the Faculty of Economics, University of Jambi. The purpose of this study was to determine, test and analyze the influence of reference groups, family and personality on the consumer behavior of Kartu As Telkomsel. The method used to analyze the problem is to use multiple linear regression analysis and to do the F test and t test. The results of this study can be concluded that reference groups, family and personality have an influence on consumer behavior in using Telkomsel Ace cards. Simultaneously, the effect of these three factors is 9.6%. While partially, of the three factors, the reference group and personality factors provide the most dominant influence.
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