INDOSAT PERDANA CARD PURCHASE DECISION PROCESS ON PRICE, PRODUCT QUALITY, AND PROMOTION IN MALANG CITY

This study aims to determine the effect of partial and simultaneous prices, product quality and promotion on the Indosat's initial card purchase decision process in Malang City and find out the most influential variables on purchase decision process. This study uses a type of quantitative research with a population and sample of 100 Indosat consumer respondents in Malang City using multiple linear data analysis with the help of SPSS software. The results of the study show that prices, product, and promotion have simultaneously effect to Indosat's initial card purchase decision process in Malang city. And prices, product, and promotion have partial effect to Indosat's initial purchase decision process in Malang city. Dominant variable in influencing Indosat's initial card purchase decision process in Malang City is a promotion variable, with the influence value 38.4%.


INTRODUCTION
The population growth is quite high and the rapid development of science and technology which is then followed by other fields such as politics, economics, social and culture, will directly and indirectly affect the pattern of life in society. The result of this condition is a sharp increase in the need for facilities and infrastructure for the income community. The internet is one of the sources of information that is currently needed by academics in finding sources of information. The need for internet service selection has many options to offer. Therefore, academics need to be smart and selective in making decisions to purchase internet services from telecommunications providers .
As technology advances, many people depend on internet technology to find information. For example, students need the internet to find lecture material or references as a means of supporting learning. In addition to these things, students prefer to use the internet because it is more effective and efficient than buying books which are quite expensive.
In Indonesia, telecommunications internet service providers are controlled by three providers, namely PT Telkomsel, PT Indosat Ooredo, and PT XL Axiata. Telkomsel has the most users of cellular operators with 157.4 million subscribers, while Indosat is in second place with 85 million subscribers. Data and lifestyle are two things that can be considered side by side in their needs. Everyone wants to be seen as having extensive knowledge, therefore many consumers use data packages that enable them to access the internet anywhere. As an effect of technological advances, it encourages someone to buy products that facilitate the use of technology both online and offline. This is inseparable from the role of the prepaid card industry which indirectly provides products with various variations, lots of quotas and other promos in terms of internet access data. In addition, the speed of the product and price are also important factors that are considered by potential buyers.
Based on his description above, the author is interested in conducting a study on the level of consumer interest in Indosat Ooredo with the title "The Influence of Price, Product Quality and 119 has one goal, namely marketing Indosat products to the public and increasing sales, the difference is the market place of each division.

FORMULATING OF THE PROBLEM
1. What is the effect of price, product quality, and promotion simultaneously on the decision process to purchase Indosat Prime Cards in Malang City? 2. What is the effect of price, product quality, and promotion partially on the decision process to purchase Indosat Prime Cards in Malang City?
3. Which one is more dominant between the influence of price, product quality, and promotion on the decision process of purchasing Indosat Prime Cards in Malang City?

THEORETICAL REVIEW
According to Malayu SP Hasibuan (2016: 9) suggests that "management is the science and art of regulating the process of utilizing human resources and other resources effectively and efficiently to achieve a certain goal". Effective means that the goals can be achieved according to the plan. While efficient means that the existing tasks are carried out properly, organized and according to schedule.
According to Liang Lee (2014: 16) management is "the art and science, in management there is a strategy of utilizing the energy and thoughts of others to carry out an activity that is directed at achieving predetermined goals.

Marketing
According to Kotler and Armstrong (2014:7) is the process by which companies create value from customers in return. This definition means that Marketing is the process by which companies create value for customers and build strong customer relationships, with the aim of capturing value from customers in return.
According to Hasan (2013: 4), "Marketing is the process of identifying, creating and communicating value, and maintaining satisfying customer relationships to maximize company profits.
According to Jhon W. Mullins & Orville C. Walker, Jr (2014:5), marketing is a social process involving the activitiesmnecessary to enable individuals and organizations to obtain what they need and want through exchange with others and to develop ongoing exchange relationships. This definition means that marketing is a social process that involves activities that are necessary to enable individuals and organizations to get what they need and want through exchanging with others and developing sustainable exchange relationships.

Marketing Management
According to Kotler and Keller (2016: 27) marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging, offerings that value for customers, clients, partners, and society at large. The definition defines that, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.
According to the American Marketing Society in the book Kotler and Keller (2016: 27) states that Marketing management as the art and science of choosing target market and getting, keeping, and growing customers through creating delivering, and communicating superior customer value. The definition states that Marketing management is the art and science of selecting target markets in obtaining, keeping, and growing customers through creating, delivering, and communicating superior customer value. The definition above shows that marketing management is everything that needs to be planned in advance so that everything is as desired by consumers which will then lead to a marketing.

Price
Price is a product value, because it will affect producer profits. Price is also a consideration for consumers to buy, so special considerations are needed to determine prices. This is stated by Kotler and Armstrong (2014: 254), namely: "product quality means the ability of the product to perform its function" According to Kotler and Armstrong (2014: 279), "From a marketing point of view, quality should be measured in terms of buyer's perception ". This means that from a marketing point of view, quality is measured by the buyer's perception. A product is said to be of high quality if it meets the needs and desires of the buyer.
According to Kotler and Armstrong (2013: 151), the amount of money charged for an item or service or the amount of the value of money exchanged by consumers for the benefits of having or using the product or service.

Product
Product is defined by Kotler and Armstrong (2014: 248) as follows: A product as anything that can be offered to the market for attention, acquisition, use, or consumption that might satisfy a want or need . The meaning of this definition is anything that can be offered to the market to attract attention, acquisition, use, or consumption that can satisfy a want or need.

Promotion
One of the ways to assist companies in communicating with consumers is in promotions, information can be conveyed in the form of knowledge about the products on offer. The following is the definition of promotion according to experts: Kotler and Armstrong (2014: 76) define the meaning of promotion as follows, Promotion refers to activities that communicate to merits of the product and persuade target customers to buy it. The definition states that Promotion: refers to activities to communicate the advantages of the product and persuade customers to buy.
Rambat Lupiyoadi (2013: 92) defines the notion of promotion as follows, Promotion is an activity carried out by a company to communicate the benefits of a product and as a tool to influence consumers in purchasing activities or using services according to their needs.

Buying Decision
Assauri (2013:141) states that the purchase decision is a process of making a purchase decision which includes determining what to buy or not to buy and the decision is obtained from previous activities.
According to Peter and Oslon in Sangadji and Sopiah (2013: 332) Consumer decision making is a problem solving process that is directed at the target. The essence of consumer decision making is an integration process that combines knowledge to evaluate two or more alternative behaviors and choose one of them.
The purchase decision is defined by Kotler and Keller (2016: 198). In the evaluation stage, the consumer forms preferences among the brands in the choice and may also form an intention to buy the most preferred brand.

Types of Research
This researcher uses quantitative analysis method .

Population and Sample
The population used in this study is Indosat consumer respondents in the city of Malang in

Operational Definition and Variable Identification
In preparing this proposal, there are two kinds of research variables that will be used, namely as follows:

F Uji test
Simultaneous test with F test aims to determine how significant the effect of the independent variables together on the dependent variable . The results of the F test are as follows : Significance testing criteria are as follows: 1. H 0 is accepted and Ha is rejected if sig F > 0.05, meaning that the independent variable simultaneously has no significant effect on the dependent variable.
2. H 0 is rejected and Ha is accepted if sig F < 0.05, meaning that the independent variable simultaneously has a significant effect on the dependent variable.
From the ANOVA table above, the F value is 21,517 with a probability value (sig) of 0.000, because the sig value is < 0.05, there is a jointly significant influence between Price, Product Quality and Promotion on Indosat Prime Purchase Decisions in the city of Malang .

Coefficient of Determination
Analysis of the coefficient of determination (R 2 ) is used to determine the contribution of the independent variable on the dependent variable. The value of R 2 of between 0 and 1. The higher the value of R 2 , it shows the greater influence of the independent variable on the dependent variable changes or improvements. If the value of R 2 is equal to 1, then the independent variable perfect effect on the dependent variable.
The results of the coefficient of determination in this study are as follows:

Multiple Correlation Coefficient (R)
Used to calculate the degree of closeness of the relationship between the independent variable and the dependent variable. The range of R values is between 0 and 1. The closer to 1, the stronger the relationship between the independent variables and the dependent variable. The closer to 0 means the relationship between the independent variables together and the dependent variable is getting weaker or even non-existent. If the value of R (correlation) is positive, then this indicates that if there is an increase in the value of the independent variable, it will cause an increase in the value of the dependent variable, meaning that there is a unidirectional relationship between the independent variables together with the dependent variable. But if the value of R (correlation) is negative, then the relationship that occurs is a reverse relationship.
The results of the Multiple Correlation coefficient in this study are as follows:

Table 5. Multiple Correlation Coefficient
Multiple correlation coefficient was used to measure the relationship between Price, Quality Products and Promotions jointly against Purchase Decision Prime Indosat in Malang. Multiple correlation coefficient is indicated by (R) of 0.634 or 63.4 %. These results indicate that the correlation or relationship between the independent variables together on purchasing decisions has a close relationship.

Discussion
The effect of price, product quality, and promotion on the decision process to purchase Indosat SIM cards simultaneously in Malang City.
Based on simultaneous testing (F test) using SPSS software. 23 that has been done on the obtained indigo F-count of 21 517 with a probability value (sig) 0000, because sig < 0.05 then Price, Quality Products and Promotions together -Same impact significantly on Purchasing Decisions Prime Indosat in Malang .
The results of this study are in accordance with the hypothesis set by the researcher, so the hypothesis is accepted. The results of this study indicate that the prices set by the Indosat provider regarding the price of the starter pack, the quality of the promised products and the promotions that are often carried out at this time have had a good impact on consumers' decisions to continue using products from Indosat providers, especially those in Malang.
Partial influence of price, product quality, and promotion on the decision process of purchasing Indosat prime cards partially in Malang City.
Based on partial testing (t test) using SPSS software. 23 which has been done above, the results of the beta value for the Price variable on the Purchase Decision are 0.249 and the t count is 2.843 with a sig of 0.005, because sig < 0.050, it can be concluded that the price variable has a significant effect on Purchase Decisions with a magnitude of effect of 24.9 %, with a positive direction of influence.
The results of this study are in accordance with the hypothesis set by the researcher, so the hypothesis is accepted. The results of this study indicate that the price currently set by the Indosat provider regarding the initial price policy that is in accordance with the consumer's ability has had a good impact on consumer purchasing decisions using the current Indosat provider, especially those in the Malang area.
Based on partial testing (t test) using SPSS software. 23 that has been done above, the results obtained from the beta for the Product Quality variable on the Purchase Decision are 0.226 and the tcount is 2.725 with a sig of 0.008, because sig < 0.050, it can be concluded that the Product Quality variable has a significant effect on Purchase Decisions with a magnitude of influence by 22.6%, with a positive direction of influence.
The results of this study are in accordance with the hypothesis set by the researcher, so the hypothesis is accepted. The results of this study indicate that the quality of products from Indosat providers has a good impact on the purchasing decisions of Indosat loyal consumers, the better the quality of products provided by Indosat providers, the better the purchasing decisions for Indosat products. The results of this study are in accordance with the hypothesis set by the researcher, so the hypothesis is accepted. The results of this study indicate that the promotion that is currently being carried out by the Indosat Provider on the sale of starter packs has had a good impact on consumer purchasing decisions for the Indosat starter pack in the Malang area, the more promotions held by the Indosat provider the more consumers who will make purchases of products from Indosat providers.
The dominant variables are price, product quality, and promotion that influence the decision process to purchase Indosat prime cards in Malang City .