FAKTOR SEGMENTASI YANG MEMPENGARUHI KONSUMEN DALAM MENGGUNAKAN KARTU PROVIDER TELKOMSEL (STUDI KASUS PT. TELKOMSEL PEKANBARU)

The research was conducted at PT. Telkomsel Pekanbaru. PT Telkomsel is a company engaged in the field of telecommunications. This company legalized on 26 May 1995 by decision of the Minister of Tourism, Post and Telecommunications, as well as the Finance Minister as one of the GSM operators in Indonesia. In its development until 2014 PT Telkomsel Being Users Most in Indonesia. Sence PT Telkomsel Doing Segmentation At consumers to be able to create products that comply with the wishes and needs of different customers. Factors Segmentation consists of Geographic, Demographic, Psychographic, and Behavior. The research goal is to analyze and determine the factors that influence consumer segmentation using Telkomsel card. In this study the authors used the data types and sources of primary data and secondary data. Primary data is data obtained directly from the object of study which includes data on the number's population, questionnaire data, data from interviews and other data deemed necessary. Secondary data is data obtained directly from the company where the research is PT Telkomsel Pekanbaru that his nature to support the analysis in this study as a general overview of the company, as well as the number of users Telkomsel card. And using two sampling techniques are accidental sampling for the withdrawal of 50 consumers and purposive sampling to 10 Customer Service. The results of the four indicators is Good Enough, All this indicates that Telkomsel Providers Card must be improved for the future.