摘要：Scientific writing is aimed to determine the level of consumer preferences GSMcard users among the students by using the chi-square method and the Likertscale. Or variable data used are primary data, where data is taken based onquestionnaire research directly to consumers. Population and samples of studentwriting is a GSM card users as many as 50 respondents. Results obtained using aLikert scale that for 74.8% of respondents felt highly variable prices affectconsumers in choosing a GSM card, 72.4% of respondents also stated thatadvertising variables could affect the consumer and for 69.6% of respondentsstated that sufficient service of variables affecting level of consumer preferencesin choosing GSM cards. And with the chi-square where Ho is rejected bycalculating x2 = 20.38 ha located in the region with the x2 table? 15.5073. Suchpremises, Ho Ha received rejected which means that the relationship betweenthe three variables (service, advertising, and price) with the level of consumerpreferences in choosing GSM cards.
