TriIntonP (2009) Pengaruh Kepercayaan (Atribut – Objek, Manfaat – Atribut, Manfaat - Objek) Terhadap Keputusan Konsumen Memilih Sepeda Motor Merek Yamaha. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Kepercayaan Konsumen secara simultan dan parsial yang terdiri Kepercayaan Atribut – Objek, Kepercayaan Manfaat – Atribut, Kepercayaan Manfaat - Objek, terhadap keputusan pembelian sepeda motor merek Yamaha pada PT. Bussan Auto Finance (BAF) Kota Pasuruan dan untuk menganalisis diantara variabel kepercayaan konsumen yang ada, mana yang mempunyai pengaruh dominan terhadap kpeutusan pembelian sepeda motor merek Yamaha pada PT. Bussan Auto Finance. Alat analisis yang digunakan untuk memenuhi tujuan penelitian ini ialah metode pengujian instrumen, yaitu uji validitas dan uji reliabilitas, metode analisis data, yaitu metode kualitatif dan metode kuantitatif, uji asumsi klasik, yaitu uji normalitas dan uji multikolinieritas, dan menggunakan analisis regresi linier berganda, uji f, uji t, dan interpretasi koefiesien determinasi (R 2 ). Untuk hasil perhitungan masing-masing variabel dari Kepercayaan Konsumen diperoleh nilai sebagai berikut: Variabel Kepercayaan Objek – Atribut (X 1 ) konsumen memiliki pengaruh sebesar 9,838 secara parsial terhadap keputusan pembelian, variabel Kepercayaan Atribut – Manfaat (X 2 ) memiliki pengaruh yang signifikan sebesar 5,510 secara parsial terhadap keputusan pembelian, variabel Kpercayaan Objek – Manfaat (X 3 ) memiliki pengaruh yang signifikan sebesar 6,059 secara parsial terhadap keputusan pembelian. Ketiga variabel, yaitu Kepercayaan Objek – Atribut (X 1 ), Kepercayaan Atribut – Manfaat (X 2 ), Kepercayaan Objek – Manfaat (X 3 ) memiliki pengaruh yang siginifikan secara simultan terhadap Keputusan Pembelian Konsumen. Dari hasil analisa regresi diketahui bahwa variabel Kepercayaan Objek - Atribut (X 1 ) memiliki pengaruh yang dominan terhadap keputusan pembelian seeda motor merek Yamaha pada PT. Bussan Auto Finance. Hal ini menunjukkan bahwa keputusan pembelian speda motor merek Yamaha pada PT. Bussan Auto Finance sangat mudah dipengaruhi oleh Kepercayaan Objek – Atribut yang terdiri dari sepeda motor Yamaha harganya cukup terjangkau (murah), sepeda motor Yamaha memiliki mesin yang berkwalitas (awet), sepeda motor Yamaha mempunyai kemampuan melaju dengan cepat, sepeda motor Yamaha mempunyai desain yang futuristik (menarik sesuai dengan zaman), dan sepeda motor Yamaha mempunyai layanan service yang tersedia di banyak outlet.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2009/43/050900480 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 02 Mar 2009 08:24 |
| Last Modified: | 22 Oct 2021 09:13 |
| URI: | http://repository.ub.ac.id/id/eprint/104313 |
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