FAKTOR SEGMENTASI YANG MEMPENGARUHI KONSUMEN DALAM MENGGUNAKAN KARTU PROVIDER TELKOMSEL (STUDI KASUS PT. TELKOMSEL PEKANBARU)

Abstract

The research was conducted at PT. Telkomsel Pekanbaru. PT Telkomsel is a company
engaged in the field of telecommunications. This company legalized on 26 May 1995 by
decision of the Minister of Tourism, Post and Telecommunications, as well as the
Finance Minister as one of the GSM operators in Indonesia. In its development until
2014 PT Telkomsel Being Users Most in Indonesia. Sence PT Telkomsel Doing
Segmentation At consumers to be able to create products that comply with the wishes
and needs of different customers. Factors Segmentation consists of Geographic,
Demographic, Psychographic, and Behavior. The research goal is to analyze and
determine the factors that influence consumer segmentation using Telkomsel card. In
this study the authors used the data types and sources of primary data and secondary
data. Primary data is data obtained directly from the object of study which includes
data on the number's population, questionnaire data, data from interviews and other
data deemed necessary. Secondary data is data obtained directly from the company
where the research is PT Telkomsel Pekanbaru that his nature to support the analysis in
this study as a general overview of the company, as well as the number of users
Telkomsel card. And using two sampling techniques are accidental sampling for the
withdrawal of 50 consumers and purposive sampling to 10 Customer Service. The
results of the four indicators is Good Enough, All this indicates that Telkomsel
Providers Card must be improved for the future.