Pendekatan Model Hirarki dalam Menganalisa Faktor-Faktor Pendukung Pengambilan Keputusan Pembelian Mobil: Studi Kasus Wilayah Jakarta Barat

Authors

  • Robert T. Herman Bina Nusantara University
  • Aditya Artha Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v2i1.1141

Keywords:

factor analysis, purchase decision, AHP

Abstract

This research is to analyse the consumer purchase decision behaviour in buying cars. The important factor that being considered is product, price, design, comfort, performance, safety, and after-sales service quality. The research objects are city cars including Suzuki Karimun, KIA Picanto, Cherry QQ, and Proton Savvy. Those four products are chosen because they have the highest sales rate on 2007-2008. The sampling technique in this research is probability sampling using cluster random sampling technique. Meanwhile, the analysis method is using analytical hierarchy process (AHP). Finally, it will be concluded the persentage of each factor priority that will affect consumer consideration in purchase decision of each chosen city car. From the seven factors in this research, the result shows that price factor is the most important part and is the main considerable when consumers choose cars. 

Dimensions

Plum Analytics

Author Biographies

Robert T. Herman, Bina Nusantara University

jurusan Management

Aditya Artha, Bina Nusantara University

Jurusan Manangement

References

Forman, E. H., & Selly, M. A. (2002). Decision by objectives. New Jersey: World Scientific Publishing.

Kotler, P. (2005). Manajemen pemasaran (12th ed.). Jakarta: Indeks.

Kotler, P., & Keller, K. L. (2007). Manajemen pemasaran (1st ed.). Jakarta: Penerbit Indeks.

Mowen, J. C., & Minor, M. (2002). Perilaku konsumen (5th ed.). Jakarta: Erlangga.

Mulyono, S. (2004). Riset operasi. Jakarta: Fakultas Ekonomi, Universitas Indonesia.

Prasetijo, R., & Ihalauw, J. J. O. I. (2005). Perilaku konsumen. Yogyakarta: Andi.

Schiffman, L. G., & Kanuk, L. L. (2004). Perilaku konsumen. Jakarta: Indeks Group Gramedia.

Setiadi, N. (2003). Perilaku konsumen konsep dan implikasi untuk strategi dan penelitian pemasaran. Jakarta: Prenada Media.

Sofyan, Y., & Kurniawan, H. (2009). SPSS complete, teknik analisis statistik terlengkap dengan software SPSS. Jakarta: Salemba Infotek.

Suryadi, K., & Ramdhani, M. A. (1998). Sistem pendukung keputusan suatu wacana struktural idealisasi & implementasi konsep pengambilan keputusan. Bandung: Remaja Rosdakarya.

Usmara, U. (2008). Pemikiran kreatif pemasaran. Yogyakarta: Amara Books.

Downloads

Published

2011-05-30
Abstract 487  .
PDF downloaded 661  .