Subagio, RisadAditiawan (2015) Pengaruh Atribut Produk Terhadap Keputusan Pembelian (Studi Pada Konsumen Produk Low Cost Green Car Astra Daihatsu Ayla Di Pt. Jolo Abadi, Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan: (1) pengaruh Harga, Fitur, Desain, Kualitas, dan Gaya secara simultan terhadap Keputusan Pembelian; (2) pengaruh Harga, Fitur, Desain, Kualitas, dan Gaya secara parsial terhadap Keputusan Pembelian. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian eksplanatory (explanatory research) dengan pendekatan kuantitatif. Sampel dalam penelitian ini sebanyak 116 orang responden yang merupakan pembeli produk Low Cost Green Car (LCGC) Astra Daihatsu Ayla di PT. Jolo Abadi, Malang. Data primer digunakan dalam penelitian ini dengan menggunakan metode pengumpulan data melalui kuesioner. Analisis data yang digunakan adalah analisis regresi linier berganda dengan uji F dan uji t. Hasil penelitian menunjukkan bahwa: (1) atribut produk Low Cost Green Car (LCGC) Astra Daihatsu Ayla secara simultan berpengaruh signifikan terhadap keputusan pembelian konsumen, berarti variabel Harga, Fitur, Desain, Kualitas, dan Gaya secara bersama-sama mempunyai pengaruh signifikan terhadap Keputusan Pembelian; (2) hasil uji t menunjukkan bahwa masing-masing variabel atribut produk Low Cost Green Car (LCGC) Astra Daihatsu Ayla memiliki pengaruh secara parsial yang signifikan terhadap keputusan pembelian konsumen. Dengan demikian, sebaiknya perusahaan dapat menginformasikan produk dengan lebih baik mengenai Harga, Fitur, Desain, Kualitas, dan Gaya khususnya produk Low Cost Green Car (LCGC) Astra Daihatsu Ayla melalui para salesnya, agar mereka lebih paham dalam memasarkan produknya.
English Abstract
The goals of study is to examine and explain: (1) the influence of Price, Feature, Design, Quality, and Style simultaneously to consumer’s purchase decision, (2) the influence of Price, Feature, Design, Quality, and Style partially to consumer’s purchase decision. The type of research use in this study is explanatory research quantitativeapproachly. Total of the samples is 116 respondens who bought Low Cost Green Car (LCGC) Astra Daihatsu Ayla product in PT. Jolo Abadi, Malang. Primary data used in this study is data collecting techniques by questionnairs. double linear regression analysis. Data analysis that used in this study is multiple linear regression by doing F-test and t-test. The results of this study showed that: (1) the product attribute variables of Low Cost Green Car (LCGC) Astra Daihatsu Ayla simultaneously have the significant effect to purchase decision, it means that Price, Feature, Design, Quality, and Style overall have the significant effect to purchase decision; (2) the result of t-test showed that product attribute variables of Low Cost Green Car (LCGC) Astra Daihatsu Ayla has the significant effect to consumer’s purchase decision partially. Thus, the company should be able to inform the products better on price, features, design, quality, and style especially for Low Cost Green Car (LCGC) Astra Daihatsu Ayla product through the salesmen, so that they are more proficient in marketing their product.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2015/197/ 051503448 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 22 May 2015 15:17 |
| Last Modified: | 22 May 2015 15:17 |
| URI: | http://repository.ub.ac.id/id/eprint/117227 |
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