摘要：This research is a study that tested the influence of factors of consumer behaviorthat consists of the marketing mix (Product, Price, Promotion, Distribution),individual consumers (Lifestyle, Motivation, Perception, Learning), andenvironmental influences (reference group) against the decision the use of 3Gtechnology (case study: Indosat customers in the scope of GunadarmaUniversity students) simultaneously, as well as knowing the consumer behaviorvariables that have a dominant influence on the decision the use of 3Gtechnology. From the ANOVA test showing Fhitung value greater than Ftabel(6288> 2124), means that there is a significant influence simultaneouslybetween the variables of marketing mix (Product, Price, Promotion,Distribution), individual consumers (Lifestyle, Motivation, Perception,learning), and environmental influences (reference group), the decision of theuse of 3G technologies (Y) (Case Study: Indosat customers in the scope ofGunadarma University students). Dominant variable in this research ismotivated decisions affecting the use of 3G technology (Case Study: Indosatcustomers in the scope of Gunadarma University students).
