PENGARUH GAYA HIDUP TERHADAP SIKAP KONSUMEN
WANITA DALAM MEMILIH PRODUK MATIC HONDA VARIO PADA PT. TUNAS DWIPA MATRA CABANG KABUPATEN SUKABUMI
Total View This Week0
Total View This Week0
Institusion
Universitas Muhammadiyah Sukabumi
Author
Rahman, Melani Putri Hijriani
Subject
HB Economic Theory
Datestamp
2018-08-20 04:45:11
Abstract :
The used of motorcyle has increased rapidly especially matic motorcycle. It shows there are many matic motorcycle user particularly woman in Sukabumi Regency. PT. Tunas Dwipa Matra Sukabumi Regency Branch is a company, which works in selling Honda brand motorcycle. Honda sells kinds of different type model motorcycle among other; cub motor type (bebek), sport motor type, and matic motor type. The problem is lack of woman consumer interest in Honda matic vario motorcycle design that is not suitable with woman consumer desire, it is not comply with woman consumer daily need activity. The research aims at explaining the influence of life style toward woman consumer attitude in choosing Honda vario matic product. It is taken from life style dimension; there are activity influence toward attitude, interest influence toward attitude, and opinion influence toward woman consumer attitude in choosing Honda vario matic product at PT. Tunas Dwipa Matra Sukabumi Regency Branch. The population was customer who bought at PT. Tunas Dwipa Matra Sukabumi Regency Branch. The total respondents were 64, which was dicided by purposive sampling technique. Sample took directly suitable with sample requirement need. Data collection was conducted by applying likeart scale questioner that had been tested and had complied with terms of reliability and validity. Analysis method used path analysis. Based on the result of SPSS calculation, it is found that direct influence X1 toward Y as much as 1,3% meanwhile indirect influence through X2 as much as 1,7%, indirect influence through X3 as much as 2,3%. Direct influence X2 toward Y is 5,5% meanwhile indirect influence through X3 as much as 5,4%. Direct influence X3 toward Y is 11,2%. Therefore, total ifluence is 37.1% meanwhile the rest as much as 62,9% is had an influence by other variable. The result of counting F hypothesis test > f count is 11,803 ? 2,18 and hypothesis test partially tcount> t-table is X1 toward Y 0,859 < 1,67022, X2 toward Y 1,549 < 1,67022, X3 toward Y 2,281 ? 1,67022; Therefore, the research gives result to support life syle theory that has an influence toward woman consumer attitude in choosing Honda vario matic product by hypothesis test result simultaneously.
The used of motorcyle has increased rapidly especially matic motorcycle. It shows there are many matic motorcycle user particularly woman in Sukabumi Regency. PT. Tunas Dwipa Matra Sukabumi Regency Branch is a company, which works in selling Honda brand motorcycle. Honda sells kinds of different type model motorcycle among other; cub motor type (bebek), sport motor type, and matic motor type. The problem is lack of woman consumer interest in Honda matic vario motorcycle design that is not suitable with woman consumer desire, it is not comply with woman consumer daily need activity. The research aims at explaining the influence of life style toward woman consumer attitude in choosing Honda vario matic product. It is taken from life style dimension; there are activity influence toward attitude, interest influence toward attitude, and opinion influence toward woman consumer attitude in choosing Honda vario matic product at PT. Tunas Dwipa Matra Sukabumi Regency Branch. The population was customer who bought at PT. Tunas Dwipa Matra Sukabumi Regency Branch. The total respondents were 64, which was dicided by purposive sampling technique. Sample took directly suitable with sample requirement need. Data collection was conducted by applying likeart scale questioner that had been tested and had complied with terms of reliability and validity. Analysis method used path analysis. Based on the result of SPSS calculation, it is found that direct influence X1 toward Y as much as 1,3% meanwhile indirect influence through X2 as much as 1,7%, indirect influence through X3 as much as 2,3%. Direct influence X2 toward Y is 5,5% meanwhile indirect influence through X3 as much as 5,4%. Direct influence X3 toward Y is 11,2%. Therefore, total ifluence is 37.1% meanwhile the rest as much as 62,9% is had an influence by other variable. The result of counting F hypothesis test > f count is 11,803 ? 2,18 and hypothesis test partially tcount> t-table is X1 toward Y 0,859 < 1,67022, X2 toward Y 1,549 < 1,67022, X3 toward Y 2,281 ? 1,67022; Therefore, the research gives result to support life syle theory that has an influence toward woman consumer attitude in choosing Honda vario matic product by hypothesis test result simultaneously.
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
