摘要：Objective of this research are (1) to identify factors that customer consider in choosing mobile phone operator service (whether CDMA and GSM),(2) to identify dominant variable that influences consumer behavior. Kind of this research is applied research with a research method of causal study. This research is intended to student and university student segments in Malang City,which these are included into Net Generation group (born between 1977-1997) with age minimal limitation for respondent of 17 years. Sample framework for this research is user of CDMA and GSM cards of 175 respondents. Moreover,for its sample technique used is non-probability sampling with purposive sample method,and the second is quota sampling. Extraction result of 34 variables are seven new factors,which are labeled as follow: (1) product image factor,(2) service factor,(3) environment influence factor,(4) promotion factor,(5) individual factor,(6) price factor,and (7) process factor. From discriminant analysis,the contrary result with the hypothesis is found,that is price variable,rather than dominant variable in differentiating consumer behavior of CDMA operator to GSM operator. They are more sensitive to product process. Product image to persue subscriber for student of SMU and university as subscriber “Smart” group. Research result conclude are to build competitive advantage,the operator must be to get positional advantage as differentiation “content” service which result are process,as result from product positioning aplication..
其他摘要：Tujuan penelitian ini adalah (1) menganalisis faktor-faktor yang dipertimbangkan konsumen dalam memilih suatu jasa layanan operator mobile phone (baik CDMA maupun GSM),(2) menganalsis variabel dominan yang mempengaruhi perilaku konsumen dalam memilih jasa
