Rokhmat, Arifin (2019) ANALISIS PENGARUH MOTIVASI KONSUMEN, PERSEPSI KUALITAS, DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi pada Konsumen Sepeda Motor Honda di Semarang ). SKRIPS.
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Abstract
This research was based a decrease in sales of Honda motorcycles in the period 2014-2016. This sales decline shows a decrease in consumer buying decisions on Honda motorcycle products that can be formulated in this research that how consumers buying decision in the midst of motorcycle competition phenomenon becoming more strictly based on the consumer motivation, perceived quality, and consumer attitudes. The aim of the research is to analyze the influence of consumer motivation (X1) , perceived quality (X2) , and consumer attitudes (X3) toward buying decision (Y) of the Honda motorcycles. This research uses quantitative and qualitative methods. Data collected by questionnaire and interview techniques. The respondents in this research are 100 people who fulfill in one of five criteria; initiating, influencing, decision making, buying, and using Honda motorcycles in the city of Semarang. Three hypotheses are formulated and tested using Regression Analysis. Then qualitative analyze taken from interpretation of data by giving information and explanation The result shows that consumers motivation, perceived quality, and consumer attitudes have significant relationship with buying decision. Based on the regression results can be made linear equations as follows: Y = 1,944+0,326X1+0,315X2+0,194X3+ µ The results of multiple regression study shows that there is a positive influence in partial consumer motivation to buying decision (thitung 3,801>ttabel 1,985), perceived quality to buying decision (thitung 3,450>ttabel 1,985) and the consumer attitudes to buying decision (thitung 2,023>ttabel 1,985). As for the feasibility test models (Fhitung 33,626> Ftabel 2.70) simultaneously variable : buying decision, consumer motivation and perceived quality there is a positive effect consumer attitudes. Keywords: Buying Decision, Consumer Motivation, Perceived Quality, Consumer Attitudes.
| Item Type: | Article |
|---|---|
| Additional Information: | 1518.14.O30 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 20 Jan 2020 02:04 |
| Last Modified: | 20 Jan 2020 02:04 |
| URI: | http://repository.stimart-amni.ac.id/id/eprint/416 |
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