| Nowadays, the growth in telecommunication industry in Indonesia has been breeding rapidly and, in the year of 2006, it still has the great prospect. The market still has the capacious chances, from total 225 millions Indonesian citizen, only 60 millions use the telephone, and about 67.5 percent of it use the GSM prepaid card. It means opportunity for PT INDOSAT to get more customers and more income for the company. It can be obtained with effective Marketing Mix, which one the elements consists ogf how to create the good distribution channel. The methode used in this paper, among other things, is through the perception of distribution agent, especially retailer as tip point for PT INDOSAT in serving the products to the customers. Therefore, the writer commited to do research about “Retailer’s Perception related to Product Attributes of MENTARI” The objective of the research is to acquire more informations about MENTARI’s Marketing Mix done by PT INDOSAT in 2005 and acknowledge retailer’s toward Products Attributes of MENTARI related Indosat ‘s Marketing Mix in 2005. The entire information obtained will be processed and examined using Importance and Performance Matrix Analysis. It will relate the retailer’s importance level toward Product attributes of MENTARI (Importance) with the performance of product Attributes of MENTARI generated by PT INDOSAT (Performance) according to retailer’s perception. Based on research, thw writer have attained the information about MENTARI’s Marketing Mix done by PT INDOSAT in 2005 that is to increase value of the product by creating product development, expanding the scope of networking, establishing the competitive tariff, securing market’s availability of product, producing MENTARI’s brand awareness as comprehensive and economical card and by launching some programs that can able to increase sales of MENTARI. While analysis’s result toward 55 attributes of MENTARI pictured that most attributes considered impoatnat (81,8%), but attributes which posses shortcoming performance (53,3%), is greater than attributes which have satsifly performance (46,7%).. |