Analisa Faktor-Faktor yang Mempengaruhi Konsumen dalam Keputusan Pembelian Mobil Toyota di Surakarta
Abstract: The aims of this
study are: (1) To find out the influence of the culture, social, psychology and
personal variables to the Toyota cars purchasing decision in Surakarta; (2) To
find out the most dominant factor in influencing the Toyota-type car purchasing
decision in Surakarta, so that it can be used as a consideration in making any
policies in determining the marketing strategy.This study is carried out in
Toyota Dealer Surakarta by using quantitative approach. The technique used in
collecting data is questionnaire with 30 of sample. The analysis used is the
multiple linear regression analysis. The result of this study are: (1) The
contribution of the culture variable to the purchasing decision is shown by the
unstandardized beta coefficient value of 0.234, which means that each
increasing of culture variable will influence the purchasing decision of 0.234;
(2) The contribution of the social variable to the purchasing decision is shown
by the unstandradized beta coefficient value of 0.213, which means that each
increasing of social variable will influence the purchasing decision of 0.213;
(3) The contribution of psychology variable to the purchasing decision is shown
by the unstandardized beta coefficient value of 0.164, which means that each
increasing psychology variable will influence the purchasing decision of 0.164;
(4) The contribution of personal variable to the purchasing decision is shown
by the unstandardized beta coefficient value of 0.409, which means that each
increasing personal variable will influence the purchasing decision of 0.409;
and (5) The most dominant factor in influencing the purchasing decision is the
personal variable, which is proved by the unstandardized beta coefficient value
of 0.409, which is the highest value than of other variables.
Penulis: Roni Zakaria R,
Fakhrina Fahma, Sujiyati
Kode Jurnal: jptindustridd070042
