Anggipura, ErshandiAlllan (2013) Analisis Pengaruh Atribut Produk Terhadap Keputusan Pembelian Motor Suzuki Satria FU 150cc di Kota Malang,. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan dunia usaha yang dinamis dan penuh persaingan menuntut perusahaan untuk melakukan perubahan orientasi terhadap cara mereka melayani konsumennya, menangani pesaing, dan mengeluarkan produk. Tidak terkecuali untuk perusahaan otomotif seperti Suzuki juga harus mampu melihat keinginan konsumennya atas produk motor khususnya Suzuki Satria FU 150cc. Penelitian ini membahas tentang atribut produk dari Suzuki Satria FU 150cc yang bisa mempengaruhi keputusan pembelian konsumen. Dimana atribut yang digunakan adalah harga (X 1 ), merek (X 2 ), kualitas (X 3 ) dan ciri/keistimewaan (X 4 ), atribut-atribut produk yang digunakan sudah dipilih oleh peneliti dan disesuaikan dengan produk yang diteliti yaitu motor Suzuki Satria FU 150cc. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian explanatory . Penelitian explanatory ini menguji hipotesis antara variabel dengan variabel lain yang saling berpengaruh antara satu dengan yang lain. Peneliti menggunakan jenis penelitian explanatory dengan alasan untuk pengujian hipotesis yang akan dilakukan, dimana antara variabel satu dengan variabel yang lain dapat diuji pengaruhnya satu sama lain. Untuk jumlah sample peneliti menggunakan rumus Malhotra sehingga didapatkan 90 responden yang menjadi sumber data primer. Hasil dari penelitian, keempat variabel independent memiliki pengaruh simultan terhadap variabel dependent, di dalam tabel distribusi F didapatkan niai F tabel dengan degrees of freedom (df) n 1 = 4 dan n 2 = 85 adalah sebesar 2,48. Sehingga dapat disimpulkan F hitung > F tabel (10,368 > 2,48). Selain itu juga didapatkan nilai signifikan sebesar 0,000. Sedangkan untuk pengaruh parsial hanya variabel kualitas (X 3 ) yang memiliki pengaruh signifikan tehadap variabel dependent, variabel kualitas memiliki koefisien regresi sebesar 0,501, didapatkan statistik uji t sebesar 4,595 dengan signifikan sebesar 0,000. Nilai statistik uji |t hitung | tersebut lebih besar dari t tabel (4,595 > 1,986) dan juga signifikan lebih kecil daripada α = 0,05. Dari hasil uji dominanan didapatkan koefisien regresi ( β ) terbesar ada pada variabel kualitas (X 3 ) 0,501.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2013/18/051301279 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 23 Apr 2013 14:39 |
| Last Modified: | 18 Oct 2021 12:14 |
| URI: | http://repository.ub.ac.id/id/eprint/106589 |
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