FAKTOR PSIKOLOGIS, LINGKUNGAN DAN BAURAN PEMASARAN YANG MEMPENGARUHI PEMBELIAN SEPEDA MOTOR Studi Pada Konsumen Sepeda Motor Bebek 4-tak Merk Suzuki dan Honda di Kota Banjarmasin
Abstract
ABSTRAK
Penelitian ini dilakukan untuk mengetahui faktor psikologis, lingkungan dan bauran pemasaran yang mempengaruhi pembelian sepeda motor bebek 4-tak merk Suzuki dan Honda di Kota Banjarmasin, dan untuk mengetahui variabel yang dominan terhadap keputusan pembelian.
Penelitian ini dilakukan di Kota Banjarmasin. Pengambilan sampel dilakukan dengan teknik non random sampling dengan motode convenience sampling, dengan jumlah sampel 706 responden (355 konsumen Suzuki dan 351 konsumen Honda). Tingkat signifikansi yang ditetapkan dalam penelitian ini adalah 5%. Sebanyak 49 item dalam daftar pertanyaan yang diuraikan dalam 12 variabel dalam faktor psikologis, lingkungan dan bauran pemasaran. Pengujian terhadap semua instrumen penelitian menunjukkan tingkat reliabilitas dan validitas yang tinggi.
Hasil penelitian ini semua variabel bebas yaitu persepsi (X1), sikap (X2), gaya hidup (X3), kepribadian (X4), budaya (X5), kelas sosial (X6), kelompok referensi (X7), situasi penentu (X8), produk (X9), harga (X10), promosi (X11) dan distribusi (X12) mempunyai korelasi yang signifikan terhadap keputusan pembelian sepeda motor bebek 4-tak merk Suzuki dan Honda. Diantara keduabelas variabel tersebut, variabel persepsi (X1), sikap (X2), gaya hidup (X3), kelompok referensi (X7), situasi penentu (X8) dan produk (X9) berpengaruh secara nyata terhadap keputusan pembelian sepeda motor bebek 4-tak merk Suzuki dan Honda di Kota Banjarmasin. Koefisien determinasi (R2) sebesar 0.591 menunjukkan kontribusi variabel-variabel independen untuk menjelaskan variabel dependen sebesar 59.1%. Sedangkan variabel yang paling dominan pengaruhnya adalah sikap sebesar 39.6%.
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Kata kunci: pemasaran, bauran, psikologis
ABSTRACT
This research has been done to know psychological, environmental, marketing mix to influence 4 stroke bebek motorcycle (Honda and Suzuki) buying in Banjarmasin, and also to know the dominant variable on buying decision.
This research has been done in Banjarmasin. Writer uses non random sampling technique with convenience sampling method. The total samples are 706 respondents (355 Suzuki consumers and 351 Honda consumers). A standard significant level in this research is 5%. All 12 variables of psychological, environmental, and marketing mix factors are being asked into 49 question items. The test of all instruments research show the reliability and validity levels are high.
The results of this research are all free variables, that are perception (XI), attitude (X2), life style (X3), personality (X4), culture (X5), social class (X6), reference group (X7)situational determinants (X8), product (X9), price (X10), promotion (X11), and distribution (X12), have a significant correlation to buying decision of Suzuki and Honda 4-stroke bebek motorcycle. Among 12 variables, perception variable (X1), attitude (X2), life style (X3), referent group (X7), situational determinants (X8), and product (X9) are really influence to buying decision of 4-stroke Bebek Motorcycle (Suzuki and Honda) in Banjarmasin. Determination coefficient (R2) is 0.591, it shows the contribution of independent variables to explain the dependent variable, that is 59.1%. While the most dominant variable to influence the research is the Attitude (X2), that is 39.6%.
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Keywords: marketing mix, attitude, personality , price
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