ANALISIS ATRIBUTATRIBUT PRODUK YANG DIPERTIMBANGKAN KONSUMEN DALAM PEMBELIAN SEPEDA MOTOR YAMAHA MIO (Studi Pada Mahasiswa Universitas Muhammadiyah Malang)

Alif Tamara

Abstract


Title of this research is ?Product Attributes Analyzing Considered by Consumer in Purchasing of Yamaha Mio Motor Cycle?. (Alif Tamara, RD. Jatmiko, Marsudi).
The aim of this research are first, to know product attribute factors considered by consumer in purchasing Yamaha Mio motor cycle. Second, to know product attribute factors which give the greatest contribution to consumer consideration for purchasing Yamaha Mio motor cycle. Analyzing tool in this research is by using Factor analyzes. Variables used in this research are variable of brand with indicator easily mentionable and recognizable, specific or unique, describing quality of product, variable of complement service with indicators existence of workshop, access for getting service, access for getting spare part, existence of reliable expert of machine caring, variable of guarantee with indicators access for substitute (exchanging the product of motor cycle), guarantee of repairing, guarantee of treatment, variable of style and design with indicators sporty design, having a lot of colors choice, deck color combination, striping pattern design.
Based on result of factor analyzes had been done, could generate four factors considered by consumer in purchasing of Yamaha Mio motor cycle. They are guarantee, brand superiority, brand quality, and complement service factors. Product attribute factors which give the greatest contribution in new factor forming for the purchasing of Yamaha Mio motor cycle is guarantee factor which consist of deck color combination, access for getting service, having a lot of colors choice and guarantee of treatment.

 

Keyword : Atribut Produk dan Pembelian


Keywords


Atribut Produk dan Pembelian