THE IMPLEMENTATION OF THE DECOY EFFECT MARKETING STRATEGY OF PT TELKOMSEL ON PURCHASE DECISIONS IN GARUT
- Prosiding Internasional
- Wufron, Deri Alan Kurniawan, Rohimat Nurhasan, Wati Susilawati
- Sustainable Collaboration in Business, Technology, Information and Innovation 13 th 2022
Abstrak
This study investigates the differences in purchase decisions before and after the decoy effect marketing strategy is implemented. The decoy effect is a behavior of consumers who tend to change their choices when an unbalanced third option is available. The population in this study is the people of Garut Regency. The sampling technique used in this study is a non-probability sampling technique. The findings in this study are Target products are the part of the product that is most in demand or will be chosen by consumers, which is then followed by Competitor products and the last is the Decoy product. The purchase decision is influenced by the consumers behaviors and unexpected situations. The decoy effect marketing strategy greatly affected consumers purchase decisions in Indonesia (Siswanto, 2019). The process was not successfully implemented to improve the target product as it only affected millennial consumers. The consumer would purchase based on their interests (characters and satisfaction). The novelty of this study is discovering an appropriate decoy effect strategy for the Indonesian context. The study used questionnaires to obtain the data. Then, the data was tested by Wilcoxon Test to find the significance of the purchase decision before and after the decoy effect strategy was implemented. The study is in line with the previous studies that the decoy effect strategy significantly influenced purchase decisions. Although it only applied to some products, the decoy effect strategy changed the consumers perception to determine the purchase decisions. It was suggested that Indonesian companies thoroughly comprehend the decoy affects marketing strategy. Keyword: Marketing Strategy, The Decoy Effect, Purchase Decisions, and PT Telkomsel.
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