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This research had purpose to knew the influence of product, price,
distribution, promotion factors toward customer acts in using GSM cellular service
in Banjarmasin. Population in this research was all of the users of GSM cellular
service in age range 20-45 years old. Because amount of the population in this
research was not exactly known, so the sample just was 100 respondents based on
the terms. It’s used random sampling technique. From the result of linier regression,
simultantly product, price, distribution, promotion factors influenced toward
customer acts in using GSM cellular in Banjarmasin. Belief level in this research
was 95% with 5% fault level. The four variabels above--product, price, distribution,
promotion-explained the influence toward customer acts in using GSM cellular
service in Banjarmasin was 29,9% (R Square= 0,299) while 70,1% influenced by
the other factors which not include in this research. As the effort in increasing the
use of GSM cellular service it should marketing policy be focus in production
factor, distribution, and promotion, because these factors influenced in the use of
GSM cellular service. The way to increase the product can by giving variations in
the use of GSM cellular service, according to technology movement. Do the
variations of promotion, according to customer needs. And increase the distribution
so customer needs always covered.
Kata kunci : perilaku konsumen, jasa seluler GSM
