Discriminant Factors Influencing Consumer Decision in Choosing Prepaid Cards in Mataram City

Abstract

The swift evolution of telecommunication technology has significantly influenced telecommunications service providers in Indonesia. Amidst intense competition in the prepaid card market, only two companies, PT. Telkomsel and PT. Indosat, have successfully dominated the market share. This research aims to identify variables related to marketing mix factors, internal factors, and external factors that differentiate consumer decisions in choosing prepaid cards from PT. Telkomsel and PT. Indosat in Mataram City. The research was conducted in Jember City with 155 respondents using prepaid cards from both companies. The sampling method employed was Purposive Sampling, and data analysis utilized Discriminant Analysis. Based on the simultaneous significance test, it is concluded that there is no difference between the two groups in selecting prepaid GSM cards from PT. Indosat and PT. Telkomsel, as evidenced by a Chi-Square value of 17.001 with a significance level of 0.199. However, the partial significance test, as seen from the computed F-value and the significance level below 0.05, reveals that only the attitude variable significantly differentiates the selection of prepaid GSM cards from PT. Indosat and PT. Telkomsel by consumers. In conclusion, variables related to marketing mix factors, internal factors, and external factors do not differentiate consumer behavior in choosing prepaid GSM cards from PT. Telkomsel and PT. Indosat.