PENGARUH PERSEPSI ATRIBUT PRODUK TERHADAP MINAT BELI KONSUMEN MOBIL MEREK ISUZU ELF STUDI PADA PT. KARYA ZIRANG UTAMA ISUZUSEMARANG

Edit
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
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
Atau download gratis di bawah ini:

Artikel Terkait :

Jp Manajemen dd 2012