PENENTUAN FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM PEMBELIAN MOBIL
Kata Kunci:
Perilaku Konsumen, Keputusan Pembelian, Pemasaran, MobilAbstrak
Pembelian merupakan tujuan utama dari kegiatan pemasaran yang dilakukan oleh perusahaan. Keputusan pembelian oleh konsumen dipengaruhi oleh beberapa faktor eksternal, antara lain: strategi bauran pemasaran dan lingkungan sosial konsumen. Permasalahan dalam penelitian ini antara lain: (1) sejauhmana persepsi kualitas dari produk dan harga mempengaruhi minat konsumen untuk membeli mobil Toyota Avanza; (2) sejauhmana kualitas pelayanan mempengaruhi keputusan pembelian konsumen atas mobil Toyota Avanza; (3) sejauhmana asosiasi merek mempengaruhi untuk membeli mobil Toyota Avanza, dan (4) sejauhmana loyalitas merek mempengaruhi keputusan pembelian konsumen atas mobil Toyota Avanza. Penelitian mengajukan empat hipotesis dan berlokasi di kota Jababeka, Cikarang Baru. Teori yang digunakan dalam penelitian adalah teori-teori pemasaran, khususnya teori tentang perilaku konsumen, pelayan jual, minat beli, dan keputusan pembelian. Penelitian menggunakan menggunakan pendekatan metode deskriptif kuantitatif yang didukung survey, serta bersifat explanatory. Jumlah sampel terdiridari 30 orang responden pemilik mobil Toyota Avanza. Teknis analisis yang digunakan adalah Regresi berganda untuk menguji hipotesis pertama, kedua, ketiga, dan keempat. Hasil penelitian menunjukan bahwa: Analisis menggunakan taraf kepercayaan sebesar 95 persen. Kesimpulan dari hasil penelitian adalah: Persepsi kualitas yang terdiri dari peforma mesin serta kemudahan dan kenyamanan untuk dikendarai terbukti mampu mempengaruhi minat konsumen unuk membeli Toyota Avanza.
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