ANALISIS PENGARUH STRATEGI DESAIN PRODUK TERHADAP MINAT BELI KONSUMEN PADA SKUTER MATIK YAMAHA MEREK MIO FINO DI KOTA SEMARANG
ANALISIS PENGARUH STRATEGI DESAIN PRODUK TERHADAP MINAT BELI KONSUMEN PADA SKUTER MATIK YAMAHA MEREK MIO FINO DI KOTA SEMARANG
Abstract
Dalam memilih produk, dalam hal ini sepeda motor, konsumen tentu saja akan dipengaruhi oleh desain dari produk sepeda motor tersebut. Desain produk merupakan segala sesuatu yang melekat dan menyertai produk tersebut, seperti gaya hidup, fitur dan bentuk atau penampilan produk (Kotler dan Amstrong, 1996). Saat ini desain sepeda motor terdiri dari sport, muped, automatic dan skuter matik.
Tujuan diadakannya penelitian ini adalah pertama, untuk menganalisis pengaruh variabel bebas yaitu desain produk skuter matik Yamaha Mio Fino yang terdiri dari gaya hidup (X1), fitur (X2) dan penampilan (X3) terhadap variabel terikat berupa minat beli konsumen (Y) di Kota Semarang. Data diperoleh dari 100 responden yang dijadikan sampel dengan cara pengisian kuesioner. Berdasarkan analisa regeresi berganda diketahui bahwa variabel-variabel bebas mempunyai pengaruh positif yang searah dengan variabel terikat. Selanjutnya hasil analisis data diperoleh nilai R2 sebesar
84,0%, artinya 84,0% variasi variabel terikat dipengaruhi oleh variabel bebas. Sedangkan sisanya (16%) dipengaruhi oleh variabel lain diluar model.
Hasil uji hipotesis baik parsial maupun simultan menunjukkan hasil analisis bahwa semuanya mendukung hipotesis yang diajukan yaitu variabel-variabel bebas berupa strategi desain produk skuter matik Yamaha merek Mio Fino yang terdiri dari gaya hidup (X1), fitur (X2) dan penampilan (X3) berpengaruh signifikan baik secara parsial maupun simultan terhadap variabel terikat minat beli konsumen (Y) di Kota Semarang.
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