ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI SEPEDA MOTOR BARU YAMAHA DI KOTA SEMARANG

Abstract

Research on buying interest Yamaha motorcycle product much done. This study aims to examine the return on the factors that influence buying interest on Yamaha motorcycle product . The factors used are perception of quality product and competitive prices are hypothesited to influence the buying interest on products of Yamaha. The analytical method used to analyze the effect of variable perception of quality product and competitive price to the buying interest is by using multiple regression analysis with the help of statistical program SPSS for windows version 16 and if the P value < 0,05 then the Ha accepted and if the P value > 0,05 then the Ha rejected. Result research found that the regression equation that is formed is Y = 0,491 X1 + 0,461 X2. simultaneously the perception of quality product variable (X1) and competitive price (X2), can influence the buying interest because the value of the buying interest is the perception of quality product and competitive price, variable partially sellers can not affect the buying interest. Advice obtained by the study is the need for marketers to improve the image of Yamaha motorcycle product to give the impression that the motor Yamaha is not cheap. So it can be concluded there is a adjustment to the price of product quality, on the other hand also need for mutual cooperation to be mutually provide products with high quality products and competitive price