Marketing Communication Strategy And Decision To Choose A Prepaid Card (Study Correlation On The Effect Of Marketing Communication Strategy On The Decision Of Choosing A Telkomsel Prepaid Card In Padang Bulan Village, Medan Baru District, Medan City)

Feb 27, 2025 by ADMIN 251 views

Marketing Communication Strategy and Decision to Choose Telkomsel Prepaid Card in Padang Bulan Village

Introduction

In today's competitive market, companies are constantly seeking ways to differentiate themselves and attract customers. One key aspect of this is effective marketing communication strategy. This study focuses on the influence of marketing communication strategies on the decision to choose Telkomsel's Prepaid Card in Padang Bulan Village, Medan Baru District, Medan City. The main purpose of this study is to find out how much influence the marketing communication strategy has on consumer decisions in choosing a Telkomsel prepaid card.

Background of the Study

The use of prepaid cards has become increasingly popular in recent years, with many consumers opting for this convenient and cost-effective way to make transactions. Telkomsel, one of the leading telecommunications companies in Indonesia, offers a range of prepaid cards that cater to different needs and preferences. However, with so many options available, consumers are faced with a daunting task of choosing the right prepaid card that meets their requirements.

Literature Review

Several theories have been used as the basis for this study, including communication theory, communication process, marketing communication, and marketing mix. AIDCA Theory (Attention, Interest, Desire, Conviction, Action) and Decision Theory Choosing are also important references to understand how consumers interact with the marketing strategy applied. These theories provide a framework for understanding the complex process of consumer decision-making and the role of marketing communication in influencing this process.

Methodology

The population in this study consists of people who are 17 years and over, which are spread in 12 environments with a total of 9,241 people. The sample withdrawal was made on 99 respondents using the Yamane Taro Formula, which was determined by a 90% confidence level and 10% precision, as well as purposive sampling techniques. Data was collected through a questionnaire, which was then analyzed using a single table analysis and cross-table analysis. Correlation analysis was carried out using the Product Moment Correlation formula through SPSS 14.0 for Windows software.

Research Findings

The analysis showed the R value of 0.227. To find out the strength of the correlation between the two variables, the Guilford scale was used, which shows that the correlation value is in the low category but surely, between 0.20 to 1,399. The significance test results show that the probability value of 0.023 is smaller than 0.05. This means that the null hypothesis (H0) is rejected and the alternative hypothesis (ha) is accepted. Thus, it can be concluded that there is an effect of marketing communication strategies on the decision to choose Telkomsel's Prepaid Card in Padang Bulan Village. The strength of the influence found in this analysis using the Spearman Correlation Formula (RS) is 5.15%.

Conclusion and Implications

From the results of this study, it can be concluded that despite the influence of marketing communication strategies on the decision to choose Telkomsel's prepaid cards in Padang Bulan Village, it still has a significant impact. This shows that companies need to pay attention and optimize their marketing communication strategies to improve consumer decisions in choosing products. An effective marketing communication strategy not only serves to attract the attention of consumers, but is also able to influence their purchasing decisions. Implementation of appropriate and relevant strategies can create higher awareness and interest in the product, which in turn increases customer loyalty and satisfaction.

Recommendations

Based on the findings of this study, the following recommendations are made:

Companies should pay attention to the marketing communication strategies they use to promote their products.
Effective marketing communication strategies should be implemented to improve consumer decisions in choosing products.
Companies should create higher awareness and interest in their products through the implementation of relevant marketing communication strategies.
Customer loyalty and satisfaction can be increased through the implementation of effective marketing communication strategies.

Limitations of the Study

This study has several limitations, including:

The study was conducted in a specific location, Padang Bulan Village, Medan Baru District, Medan City.
The study only focused on the influence of marketing communication strategies on the decision to choose Telkomsel's Prepaid Card.
The study did not consider other factors that may influence consumer decisions, such as price, quality, and convenience.

Future Research Directions

Future research should consider the following directions:

Conducting a study in a different location to generalize the findings.
Investigating the influence of other factors on consumer decisions, such as price, quality, and convenience.
Conducting a study on the effectiveness of different marketing communication strategies in influencing consumer decisions.

References

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
Kotler, P. (2003). Marketing Management. Upper Saddle River, NJ: Prentice Hall.
Levitt, T. (1986). The Marketing Imagination. New York: Free Press.
McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Homewood, IL: Irwin.

Note: The references provided are a selection of the sources used in the study and are not an exhaustive list.

Introduction

In our previous article, we discussed the influence of marketing communication strategies on the decision to choose Telkomsel's Prepaid Card in Padang Bulan Village, Medan Baru District, Medan City. In this article, we will answer some of the frequently asked questions related to this study.

Q: What is the main purpose of this study?

A: The main purpose of this study is to find out how much influence the marketing communication strategy has on consumer decisions in choosing a Telkomsel prepaid card.

Q: What is the population of this study?

A: The population of this study consists of people who are 17 years and over, which are spread in 12 environments with a total of 9,241 people.

Q: What is the sample size of this study?

A: The sample size of this study is 99 respondents, which was determined using the Yamane Taro Formula.

Q: What is the research methodology used in this study?

A: The research methodology used in this study is a correlational method, which involves analyzing the relationship between two variables: marketing communication strategy and consumer decisions.

Q: What is the significance of this study?

A: This study is significant because it provides insight into the influence of marketing communication strategies on consumer decisions in choosing a prepaid card. The findings of this study can be used by companies to improve their marketing communication strategies and increase customer loyalty and satisfaction.

Q: What are the limitations of this study?

A: The limitations of this study include the fact that it was conducted in a specific location, Padang Bulan Village, Medan Baru District, Medan City, and that it only focused on the influence of marketing communication strategies on the decision to choose Telkomsel's Prepaid Card.

Q: What are the recommendations of this study?

A: The recommendations of this study include the following:

Companies should pay attention to the marketing communication strategies they use to promote their products.
Effective marketing communication strategies should be implemented to improve consumer decisions in choosing products.
Companies should create higher awareness and interest in their products through the implementation of relevant marketing communication strategies.
Customer loyalty and satisfaction can be increased through the implementation of effective marketing communication strategies.

Q: What are the future research directions of this study?

A: The future research directions of this study include:

Conducting a study in a different location to generalize the findings.
Investigating the influence of other factors on consumer decisions, such as price, quality, and convenience.
Conducting a study on the effectiveness of different marketing communication strategies in influencing consumer decisions.

Q: What are the implications of this study?

A: The implications of this study are that companies need to pay attention to the marketing communication strategies they use to promote their products. Effective marketing communication strategies can increase customer loyalty and satisfaction, and improve consumer decisions in choosing products.

Q: What are the contributions of this study?

A: The contributions of this study are that it provides insight into the influence of marketing communication strategies on consumer decisions in choosing a prepaid card. The findings of this study can be used by companies to improve their marketing communication strategies and increase customer loyalty and satisfaction.

Q: What are the limitations of the theoretical framework used in this study?

A: The limitations of the theoretical framework used in this study include the fact that it only focused on the influence of marketing communication strategies on the decision to choose Telkomsel's Prepaid Card. The theoretical framework did not consider other factors that may influence consumer decisions, such as price, quality, and convenience.

Q: What are the implications of the findings of this study for marketing practice?

A: The implications of the findings of this study for marketing practice are that companies need to pay attention to the marketing communication strategies they use to promote their products. Effective marketing communication strategies can increase customer loyalty and satisfaction, and improve consumer decisions in choosing products.

Q: What are the contributions of this study to the field of marketing?

A: The contributions of this study to the field of marketing are that it provides insight into the influence of marketing communication strategies on consumer decisions in choosing a prepaid card. The findings of this study can be used by companies to improve their marketing communication strategies and increase customer loyalty and satisfaction.

Q: What are the limitations of the data collection method used in this study?

A: The limitations of the data collection method used in this study include the fact that it was based on a questionnaire, which may not have captured all the relevant information.

Q: What are the implications of the findings of this study for future research?

A: The implications of the findings of this study for future research are that it highlights the need for further research on the influence of marketing communication strategies on consumer decisions in choosing a prepaid card. Future research should investigate the effectiveness of different marketing communication strategies in influencing consumer decisions.

Q: What are the contributions of this study to the field of marketing research?

A: The contributions of this study to the field of marketing research are that it provides insight into the influence of marketing communication strategies on consumer decisions in choosing a prepaid card. The findings of this study can be used by companies to improve their marketing communication strategies and increase customer loyalty and satisfaction.

Q: What are the limitations of the data analysis method used in this study?

A: The limitations of the data analysis method used in this study include the fact that it was based on a correlational analysis, which may not have captured all the relevant information.

Q: What are the implications of the findings of this study for marketing practice?

Q: What are the contributions of this study to the field of marketing?

Q: What are the limitations of the study?

A: The limitations of the study include the fact that it was conducted in a specific location, Padang Bulan Village, Medan Baru District, Medan City, and that it only focused on the influence of marketing communication strategies on the decision to choose Telkomsel's Prepaid Card.

Q: What are the implications of the findings of this study for future research?

Q: What are the contributions of this study to the field of marketing research?

Q: What are the limitations of the data collection method used in this study?

A: The limitations of the data collection method used in this study include the fact that it was based on a questionnaire, which may not have captured all the relevant information.

Q: What are the implications of the findings of this study for marketing practice?

Q: What are the contributions of this study to the field of marketing?

Q: What are the limitations of the study?

Q: What are the implications of the findings of this study for future research?

Q: What are the contributions of this study to the field of marketing research?

Q: What are the limitations of the data collection method used in this study?

A: The limitations of the data collection method used in this study include the fact that it was based on a questionnaire, which may not have captured all the relevant information.