PENGARUH PERSEPSI ATRIBUT PRODUK TERHADAP MINAT BELI KONSUMEN MOBIL MEREK ISUZU ELF STUDI PADA PT. KARYA ZIRANG UTAMA ISUZUSEMARANG
ABSTRACT: This research
aims to find
out that do
price, brand, and
product quality influence
consumer’s purchase interest of Isuzu Elf car brand, and also to analyze
the most dominant factor in influencing consumer’s purchase
interest of Isuzu
Elf car brand
in PT. Karya
Zirang Utama Semarang.
In the research, research
population refers to
all consumers in
PT. Karya Zirang
Utama Isuzu Semarang. The samples of the research are 44
respondents by using purposive sampling technique. Based on the research’s
result, concluded that regression equality is as follow: Y = 0,130 + 0,249 X1 + 0,279
X2 + 0,359
X3 + e.
According to statistic
data analysis, the
indicators in the
research are valid and
the variables are
reliable. On classic
assumption test, free
multikolonieritas regression model,
heteroskedastisitas is not happened, and it is distributed normally. The sequence is individually from each
variable, and the most influential variable is product quality variable with
regression coefficient 0,359,
then brand variable
with regression coefficient
0, 279, whereas the lowest
influential variable is price with regression coefficient 0,249. The model
equality has value as F counts 31,348 and with significance level 0,000, where
F counts bigger than F table (2, 85) and
with smaller significance
level than α
(0, 05), while
value of T
table 1,685 because
T counts > T
table then Ho
is rejected and
Ha is accepted.
It shows that
variable independent in the
research influential partially of dependent variable that is purchase interest.
Karya Zirang needs
to maintain the
product quality and
able to create
new products with
better quality, in order to can compete with another brand of diesel
car.
Keywords: price, brand,
product quality, purchase interest
Penulis: Nela Kristiana, Nanang
Wahyudin
Kode Jurnal: jpmanajemendd120240
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