ANALISIS ATRIBUT PRODUK YANG MEMPENGARUHI KONSUMEN DALAM PEMBELIAN SURAT KABAR HARIAN SUARA MERDEKA DI KOTAMADYA SEMARANG

Abstract

The competition level faced by Suara Merdeka Daily has become increas ugly high especially since the last quarter of 1997 after some Jakarta newspapers are capable to print out near their target market, which has 'made its sales decreasing from month to month. This condition has to be anticipated by the Suara Merdeka management by considering the influencing factors that affect consumer decision. This research is conducted in Semarang City with 150 respondents grouped by three job . There one hypotheses that are to be examined by Using factor analysis. As the result of identification and factor analysis of the product attribute variables, with influence the decision to buy Suara Merdeka, it is found there are eighteen factors to the decision to buy Suara Merdeka in 8ernarang City is 82.8% (cumulative variance explained) of the overall factors. From these eighteen factors, the first factor Fact 1 (language) can explain consumer opinion to the Suara Mendeka product attribute that affect the consumer decition is 24.1%. Whereas the other seventeen factors can explain consumer decision is as follows: Fact 2 (news composition) is 9.1%, Fact 3 (hews analysis) is 6,0%, Fact 4 (ads of job opportunity and family service) is 4.9%, Fact 5 (actuality of political and law news) is 4.5%, Fact 6 (obtain-ability by kiosk and post) is 4.1%, Fact 7 (actuality of ads and redional news) is 3.7%, Fact 8 (news validity ) is 3.4%, Fact 9 (middle price) is 2,9%, Fact 10 (ads of motorcycle/automobile and house/land Selling/leasing) is 2.9%, Fact 11 (number of pages) is 2.6%, Fact 12 (variety bf entertainment articles and ads) is 2.5 %, Fact 13 (combination of price and news validity) is 2.4%, Fact 14 (cheap price) is 2.2%, fact 15 (layout) is 2.0%, Fact 16 (combination of ads actuality, economi analysis and entertainment articles) is 1.9%, Fact 17 (obtain-ability via delivery services) is 1.B%, Fact 18 (art and culture news) is 1.8%. Based on this factor analysis findings, the suggetion given by viewing the biggest loading faktor. Its mean that the strategy is focused, so the brodud 'quality can be improved and give consumer satisfaction.