FAKTOR-FAKTOR YANG MEMPENGARUHI EVALUASI KONSUMEN PADA PEMBELIAN SEPEDA MOTOR YAMAHA
ABSTRACT: Purpose of in this
research is for analyze price influence, brand, image, and relationship effort
to evaluation of consumer at brand motorbike Yamaha in Weleri Kendal.
Population which will be checked is all public using motor Yamaha in region Weleri
Kendal, while sample applied 100 publics motor Yamaha in region Weleri Kendal during
the observation. Data analytical method applied in this research is multiple regression,
test t, F test, and determination test. Before done data analysis beforehand is
done examination of classic assumption. The conclusion obtained is (1) the
regression equation of a line explain that positive change at fourth of
independent variable (price, brand, image, and relationship effort) will
increase variable dependent evaluation of consumer), (2) variable brand and
image has influence significant partially to evaluation of consumer at motor
Yamaha in town Weleri Kendal, (3) variable price and relationship effort has no
influence significant partially to evaluation of consumer at motor Yamaha in
town Weleri Kendal, (4) there was price as variable influence, brand, image,
and relationship effort in stimulant to evaluation of consumer at motor Yamaha in town Weleri Kendal, and (5) various change
of evaluation of consumer at motorYamaha in Weleri Kendal is influenced the
change of price variable, brand, image, and relationship effort equal to 44,5%.
Keywords: price, brand, image,
relationship effort, evaluation of consumer
Penulis: Catur Hadi Prayitno,
Triyono, Ahmad Mardalis
Kode Jurnal: jpmanajemendd110220
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