PENGARUH DESAIN DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN PEMBELI SEPEDA MOTOR YAMAHA (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN)

Hambali, (2012) PENGARUH DESAIN DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN PEMBELI SEPEDA MOTOR YAMAHA (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN). Undergraduate thesis, UNIMED.

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Abstract

Pertumbuhan industri sepeda motor yang berkembang pesat pada saat ini, menimbulkan banyaknya persaingan di bidang industri sepeda motor. Suatu perusahaan harus mengambil langkah yang tepat untuk menarik konsumen, salah satunya adalah dengan memperhitungkan unsue desain dan peningkatan citra merek perusahaan.Penelitian ini bertujuan untuk mengetahui dan menjelaskan ada tidaknya Pengaruh Desain dan Citra Merek Terhadap Keputusan Konsumen Pembeli Sepeda Motor Yamaha (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Unversitas Negeri Medan).Populasi dalam penelitian ini adalah 431 mahasiswa Fakultas Ekonomi Universitas Negeri Medan dengan jumlah sampel 100 responden. Teknik pengumpulan data dilakukan dengan studi kepustakaan, penyebaran angket dan observasi. Hasil uji validitas dari setiap item pertanyaan adalah valid. Realibilitas angket diuji dengan menggunakan tekni korelasi product moment untuk desain (0,857 > 0,361), citra merek (0,846 > 0,361) dan keputusan pembelian (0,835 > 0,361).Teknik analisis data yang digunakan adalah menggunakan teknik analisis regresi linier berganda, dengan rumus : Y = a¬ + b1X1 + b2X2 + e, maka diperoleh persamaan analisis regresi linier berganda Y = 19,856 + 0,174 X1 + 0,215 X2 + e. Dari hasil uji t diperoleh bahwa desain dan citra merek secara parsial memberikan kontribusi yang signifikan terhadap keputusan pembelian sepeda motor Yamaha, terlihat dari nilai t hitung masing-masing sebesar X1 = 4,325 dan X2 = 3,363 lebih besar dari t tabel sebesar 1,984. Dari hasil uji F diperoleh bahwa desain dan citra merek secara simultan berpengaruh terhadap keputusan pembelian sepeda motor Yamaha, terlihat dari nilai F hitung sebesar 37,146 lebih besar dari F tabel sebesar 3,090.Untuk mengetahui kontribusi variabel bebas terhadap variabel terikat secara bersama-sama digunakan koefisien determinasi dengan hasil 0,434. Hal ini menunjukkan bahwa pengaruh desain dan citra merek terhadap keputusan pembelian sepeda motor yamaha pada mahasiswa Fakultas Ekonomi Universitas Negeri Medan sebesar 43,4% sedangkan 56,6% dipengaruhi oleh variabel lain diluar model penelitian. Dengan demikian hipotesis dalam penelitian ini diterima yaitu ada pengaruh desain dan citra merek terhadap keputusan konsumen pembeli sepeda motor yamaha pada mahasiswa Fakultas Ekonomi Universitas Negeri Medan.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorTeviana, T.196504302003122001
Call Number: 658 Ham p
Keywords: Citra;Konsumen;Keputusan
Subjects: G Geography. Anthropology. Recreation > GT Manners and customs > GT3400 Customs relative to public and social life Including town life, court life, festivals, holidays, ceremonies of royalty, etc.
H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5437 Purchasing. Selling. Sales personnel. Sales executives
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mrs Elsya Fitri Utami
Date Deposited: 21 Aug 2016 08:21
URI: http://digilib.unimed.ac.id/id/eprint/12797

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