ANALISIS PENGARUH ATRIBUT PRODUK PADA MOBIL TOYOTA AVANZA DITINJAU DARI SEGI INTERIOR, EKSTERIOR DAN MESIN TERHADAP LOYALITAS KONSUMEN DI SEMARANG
ANALISIS PENGARUH ATRIBUT PRODUK PADA MOBIL TOYOTA AVANZA DITINJAU DARI SEGI INTERIOR, EKSTERIOR DAN MESIN TERHADAP LOYALITAS KONSUMEN DI SEMARANG
Abstract
Di dalam persaingan yang ketat industri mobil dewasa ini, Toyota meluncurkan produk Toyota Avanza. Produk ini memiliki beberapa atribut yang membedakan dengan produk- produk pesaingnya. Atribut yang melekat pada produk ini meliputi interior, ekterior dan mesin.
Dalam penelitian ini akan dianalisis bagaimana pengaruh variable interior, ekterior dan mesin terhadap loyalitas konsumen. Sampel yang dipakai sebanyak 100 responden. Data diperoleh dengan wawancara dan pengisian kuesioner.
Tehik analisis data digunakan metode regresi berganda, koefisien determinasi dan uji F test. Hasil yang diperoleh Y = 7,818 + 0,647 X₁ + 0, 673 X₂ + 0, 743 X₃ , R² = 77% dan F Test sebesar 142,852 yang lebih besar dari F Tabel sebesar 2,47
Dari hasil analisis dapat disimpulkan bahwa terdapat pengaruh yang positif dan signifikan variable interior, ekterior dan mesin terhadap loyalitas konsumen. Variabel mesin mempunyai pengaruh yang paling besar. Koefisien determinasi menunjukkan bahwa 77% loyalitas konsumen dipengaruhi oleh variable interior, eksterior dan mesin,
23% sisanya dipengaruhi oleh faktor lain yang di luar variable-variabel tersebut. Dari F Test menunjukkan bahwa memang benar loyalitas konsumen dipengaruhi oleh variable interior, eksterior dan mesin.
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