PENGARUH ATRIBUT PRODUK TERHADAP TAHAPAN KEPUTUSAN PEMBELIAN KONSUMEN HONDA SCOOPY

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PENGARUH ATRIBUT PRODUK TERHADAP TAHAPAN KEPUTUSAN PEMBELIAN KONSUMEN HONDA SCOOPY

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Title: PENGARUH ATRIBUT PRODUK TERHADAP TAHAPAN KEPUTUSAN PEMBELIAN KONSUMEN HONDA SCOOPY
Author: Saputro, Nurintantio Purwo
Abstract: In Indonesia in the last decade there are many growing companies in the field of automotive either domestic or international. Among such companies are PT. Astra Honda Motor, a large company which has long cooperation with the Japanese automotive company and it has been registered as a public company in Indonesia, which has a lot of products consist of a wide variety of motor vehicles, and one of them is Honda Scoopy. Motorcycle for most people of Indonesia are main transportation means, especially among people with relatively low income levels. When the infrastructure is not available inadequately, it encourages more people to choose motorcycles as a primary vehicle . Honda Scoopy is one type of motorcycle retro matic favored by young people. Meanwhile PT . Astra Honda Motor is required revision and innovation to improve further the quality of its aftersales services in order to provide a good level of satisfaction that can be enjoyed by consumers of Honda Scoopy. The reason because consumers will determine the performance of the company, among others through the size of the profits. In this regard the quality of service should start from the needs of the consumer and ends on consumer perception. Comments respondent regarding product attributes Honda Scoopy said to be good with the average value of the overall statement of the respondent is 4,13 in the interval 3,40 to 4,19. It can be concluded consumer purchasing decisions on products Honda Scoopy can be said to be high among other statements because in terms of price, features, and segmentation to target the right consumers. Honda Scoopy product so much better in all product attributes. While the comments by respondents to the purchasing decision by the consumers can be stated to be good with the average value of the statement as a whole is equal to 4,28 which is the interval from 4,20 to 5,00 so that the consumer purchase decision on the Honda Scoopy can be stated as good. Although it must pay attention to a statement that " evaluation after the steps taken , the consumer decides to buy a Honda Scoopy motorcycle compared to other brands " because it has a value below the median is 4,03. The Results of the research conducted by the examination of Spearman-rank correlation coefficient obtained a value of 0,656 which indicates a strong relationship and also the direction of the positive value of product attributes to show the consumer purchase decision. While the magnitude of the effect of product attributes on consumer purchasing decisions at the Honda Scoopy by 43,03 % and the rest is influenced by other factors which is not measured in this study was 56,97 % . Based on the analysis of the hypothesis-test , t-test obtained at 8,57 and the t-table for the error rate by 1676 , the level of 5 % . Showed that t- count is greater than t-table on , which means there is significant influence between product attributes on consumer purchasing decisions. Thus the hypothesis, namely "Product Attributes Honda Scoopy has a positive influence on purchase decisions" acceptable.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3033
Date: 2014


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Kata Pengantar.pdf 254.0Kb PDF View/Open
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