FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN PADA PEMBELIAN SEPEDA MOTOR MEREK YAMAHA DI KOTA PALU

Edwin Sufriyatna, Wahyuningsih Wahyuningsih, Enki P Nainggolan

Abstract


This study aims to determine some factors considered by consumers prior to purchasing Yamaha motorcycles in Palu City. Type of study is exploratory with 105 respondents who bought Yamaha motorcycle in Palu City. Data collection techniques include observation, interview, and questionnaire. The tool for factor analysis is SPSS program 22.0. The results show that factors such as product, price, friend suggestion, promotion, product quality, service quality, advertisement, family suggestion, brand, lifestyle, brochure, and design were considered by consumers in buying Yamaha motorcycles in Palu City.

 

Penelitian ini bertujuan untuk mengetahui faktor-faktor apa saja yang dipertimbangkan konsumen membeli sepeda motor Yamaha di Kota Palu. Tipe penelitian penelitian ini adalah penelitian eksploratif (exploratory research), dengan sampel sebanyak 105 responden yang memutuskan membeli sepeda motor merek Yamaha di Kota Palu, dengan teknik pengumpulan data menggunakan metode observasi, wawancara dan kuesioner dan kemudian di olah menggunakan alat analisis faktor dengan program SPSS 22.0. Hasil penelitian menunjukan bahwa faktor produk, harga, saran teman, promosi, kualitas produk, kualitas pelayanan, iklan, saran keluarga, merek, gaya hidup, brosur dan desain dijadikan pertimbangan konsumen membeli sepeda motor merek Yamaha di kota Palu.


Keywords


produk; kualitas produk; iklan; gaya hidup; brosur

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DOI: https://doi.org/10.22487/jimut.v3i3.90

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