ANALISIS PERSEPSI KONSUMEN MENGENAI BAURAN PEMASARAN DAN KEPUTUSAN MEMBELI PRODUK TOYOTA PADA PT. SETIAJAYA MOBILINDO CABANG BOGOR

ARIFIN, NURDIN (2009) ANALISIS PERSEPSI KONSUMEN MENGENAI BAURAN PEMASARAN DAN KEPUTUSAN MEMBELI PRODUK TOYOTA PADA PT. SETIAJAYA MOBILINDO CABANG BOGOR. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

Preview	Text (Cover) cover.pdf Download (71kB) | Preview
	Text (Bab 1-6) bab.pdf Restricted to Registered users only Download (403kB)
	Text (Daftar Pustaka) daftar pustaka.pdf Restricted to Registered users only Download (49kB)

Abstract

Globally, technological development had given impact to some life sectors including automotive. Toyota as one of automotive industries also should increase marketing mix performance continuously. The objective of this research is to know analysis of consumers perception with significant marketing mix in terms of buying decision of Toyota products of PT. Setiajaya Mobilindo. Data collection used marketing mix questioner (product, place, price and promotion) as well as buying decision of Toyota products. By customers, marketing mix covering product, place, price and promotion had been valued by category from fair to excellent, thereby such aspect should be increased. Decision of product buying had been influenced by some factors among them the extent to which necessity rate, to know quality products, to seek out extra information, the information resourced derived from promotion, brand impact, post product knowledge, satisfaction with product, buying repetition, and good perception, hence, it should be maintained. Linear equation based on version 12.00 SPSS it had been obtained Y=23.353 a (constant) + 0.867 X1 (product) + 0.438 X2 (price) + 0.340 X3 (place) + 0.340 X4 (promotion). Partially, analysis of consumers perception with marketing mix and buying decision of Toyota products of PT. Setiajaya Mobilindo had been obtained tcount of 5.938 (X1) + 4.168 (X2) + 2.219 (X3) + 4.294 (X4). For significant level, it is rather than tcount of 5%, then, value of ttable is 1.960. As result of value of tcount > ttable, subsequently, it may be drawn conclusion of product, place, price and promotion being significant with buying decision of Toyota product. Simultaneously and congruently, it had been obtained value of Fcount of 19.323 for marketing mix impact in terms of buying decision of Toyota products of PT. Setiajaya Mobilindo, branch office of Bogor. Whereas its value of Ttable in independent degree (df = 0.05) is 3.19, hence, the decision of Ho is rejected but H1 is received. Perkembangan teknologi secara global pada saat ini telah memberikan pengaruh kepada sektor otomotif, sehingga mendorong penelitian untuk menganalisis bauran pemasaran di PT. Setiajaya Mobilindo cabang Bogor. Tujuan penelitian untuk mengetahui analisis bauran pemasaran secara parsial dan simultan berpengaruh terhadap keputusan membeli produk Toyota pada PT. Setiajaya Mobilindo. Pengumpulan data menggunakan angket bauran pemasaran (produk, tempat, harga dan promosi) dan keputusan membeli produk Toyota. Bauran pemasaran yang meliputi produk, tempat, harga, dan promosi dinilai oleh pelanggan pada kategori cukup sampai sangat baik sehingga aspek tersebut perlu ditingkatkan. Keputusan membeli produk dipengaruhi oleh tingkat kebutuhan, mengetahui produk berkualitas, mencari informasi tambahan, sumber informasi didapatkan dalam bentuk promosi, pengaruh nama perusahaan, tindakan setelah mengetahui produk, merasa puas membeli produk, setelah anda membeli produk anda akan membeli kembali produknya dan dipersepsikan pelanggan baik sehingga perlu dipertahankan. Persamaan garis, berdasarkan hasil SPSS Versi 12.00 diperoleh Y=23,353 a (constant) + 0,867 X1 (produk) + 0,438 X2 (harga) + 0,229 X3 (tempat) + 0,340 X4 (promosi). Analisis Persepsi Konsumen Mengenai Bauran Pemasaran Dan Keputusan Membeli Produk Toyota Pada PT. Setiajaya Mobilindo Cabang Bogor secara parsial diperoleh nilai t hitung sebesar 5,938 (X1), 4,168 (X2), 2,219 (X3) dan 4,249 (X4), lebih besar dari t tabel pada taraf signifikan 5%, maka nilai t tabel 1,960. Karena nilai t hitung > t tabel maka disimpulkan produk, tempat, harga dan promosi berpengaruh signifikan terhadap keputusan membeli produk Toyota. Secara simultan pengaruh bauran pemasaran secara bersama-sama terhadap keputusan membeli produk Toyota pada PT. Setiajaya Mobilindo Cabang Bogor, diperoleh nilai F hitung sebesar 19,323, sedangkan besarnya F tabel dengan derajat bebas (df = 0,05) sebesar 3,19, sehingga keputusannya H0 ditolak dan H1 diterima.

Actions (login required)

View Item