Analisis Brand Switching Produk Telkomsel dan Implikasinya Pada Bauran Produk Untuk Segmen Remaja Siswa SLTA di Bogor.

Abstract

Brand switching which occured on phone card products is very high, this is the focus of the company in planning the appropriate product mix strategy in reaching the phone card market share. The purposes of this Research are ( 1 ) to identify the consumer perceptions and brand switching factors in using telkomsel phone card product (2) to analyze the brand switching level of Telkomsel phone card product, and (3) to recommend the development of Telkomsel phone card product mix. Based on the brand switching factors research, the descriptive statistical analysis result shows that the need of a strong signal is the main factor of brand switching and price is the driver factor of Telkomsel phone card product brand switching level. Analysis of brand switching pattern matrix shows that the brand switching level of Telkomsel phone card product is dominated by loyal consumers or not switching to other phone cards. Telkomsel is predicted to increase in market share based on the Markov Chains assumption.