Department of Management, 2008

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ANALISIS PERSEPSI KONSUMEN TENTANG ATRIBUT PRODUK SEPEDA MOTOR SKUTER MATIK (SKUTIK) YAMAHA MIO, HONDA VARIO DAN SUZUKI SPIN

Harry Vredyansah

Abstract


This research is descriptive research with method survey. As for this research headline is " Perception Analysis of Consumer About Scooter Motorbike Product Attribute Matik Yamaha Mio, Honda Vario and Suzuki Spin".
This research aim to know difference of perception of consumer to matic scooter product attribute of Yamaha Mio, Honda Vario, and Suzuki Spin and know product attribute variable differentiating matic scooter motorbike of Yamaha Mio, Honda Vario, and Suzuki Spin.
To water down sampling, this research applies technique judgmental sampling (sampling justifikasi). Analysis applied is Discriminant analysis.
Result of research indicates that there is difference of perception of consumer about matic scooter motorbike product attribute of Yamaha Mio, with Honda vario and Suzuki Spin. This thing is based on result of Wilk's Lambda at function of 1 first line of menunjukan value 0496 equivalents with value chisquare 75,331, with value signifikansi 0,001. And at function of 2 at second line of menunjukan value that is is not signifikan 0183. As well as there is variable indicators differentiating perception of consumer about matic scooter motorbike product attribute of Yamaha Mio, with Honda Vario and Suzuki Spin. The indicators covers brand variable with attraction indicators of machine (X11), and feeling indicators (X14), and label variable with indicators brand label easy to be said (X21), and indicators brand catchy label (X22) (because value signifikansi smaller than 005) hence there is difference of perception of consumer about matic scooter motorbike product attribute of Yamaha Mio, with Honda Vario and Suzuki Spin.

 

Keyword : Persepsi konsumen, atribut produk

Link Terkait : http://skripsi.umm.ac.id/files/disk1/291/jiptummpp-gdl-s1-2008-harryvredy-14518-1.+PENDA-N.pdf



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