ANALISIS DISKRIMINAN BAURAN PEMASARAN TERHADAP PERSEPSI KONSUMEN UNTUK MEMUTUSKAN PEMBELIAN SEPEDA MOTOR MATIC MEREK HONDA DAN YAMAHA DI STIE DEWANTARA

Benny Osta Nababan ; Billy Permana
Economicus : Jurnal Ekonomi dan Manajemen 📅 2020 Vol 10, No 2 🔗 DOI: 10.47860/economicus.v10i2.83
Abstract
This research was conducted to determine differences in consumer perceptions of Honda and Yamaha brand motorcycles. Data were collected by survey technique to 100 students of STIE Dewantara who used automatic motorcycles from Honda and Yamaha in 2013 and above. The results obtained from this study: (1) the score on the test of the greater difference in average Honda motorcycles compared to Yamaha; (2) there are 4 differences in variables between groups, product variables, location and promotion making the reason for consumers to decide to buy a Honda motorcycle while for consumer price variables prefer to buy a Yamaha motorcycle; (3) There are differences in behavior between Honda and Yamaha motorcycle users because they have a sig <0.1 value in the Entered / Removed Variables table; (4) Dependent variable (Y) can be explained by all independent variables (product, price, location and promotion) of 75.34%, which means that all independent variables have a positive effect on the dependent variable (Y) of purchasing decisions; (5) Honda motorcycles have a positive sign (+) with independent variables (product, location and promotion) while Yamaha motorbikes have a negative sign (-) with independent variables (price); (6) The discriminant model is suitable to be used and is able to classify it properly for discriminant analysis in this study because it obtained a high accuracy rate of 96%.
Keywords
Perception; Discriminant Analysis; Marketing Mix
How to Cite

Benny Osta Nababan & Billy Permana (2020). ANALISIS DISKRIMINAN BAURAN PEMASARAN TERHADAP PERSEPSI KONSUMEN UNTUK MEMUTUSKAN PEMBELIAN SEPEDA MOTOR MATIC MEREK HONDA DAN YAMAHA DI STIE DEWANTARA. Economicus : Jurnal Ekonomi dan Manajemen, 10(2). https://doi.org/10.47860/economicus.v10i2.83

Benny Osta Nababan; Billy Permana, "ANALISIS DISKRIMINAN BAURAN PEMASARAN TERHADAP PERSEPSI KONSUMEN UNTUK MEMUTUSKAN PEMBELIAN SEPEDA MOTOR MATIC MEREK HONDA DAN YAMAHA DI STIE DEWANTARA," Economicus : Jurnal Ekonomi dan Manajemen, vol. 10, no. 2, 2020.

Benny Osta Nababan; Billy Permana. "ANALISIS DISKRIMINAN BAURAN PEMASARAN TERHADAP PERSEPSI KONSUMEN UNTUK MEMUTUSKAN PEMBELIAN SEPEDA MOTOR MATIC MEREK HONDA DAN YAMAHA DI STIE DEWANTARA." Economicus : Jurnal Ekonomi dan Manajemen, vol. 10, no. 2, 2020.

Benny Osta Nababan; Billy Permana. "ANALISIS DISKRIMINAN BAURAN PEMASARAN TERHADAP PERSEPSI KONSUMEN UNTUK MEMUTUSKAN PEMBELIAN SEPEDA MOTOR MATIC MEREK HONDA DAN YAMAHA DI STIE DEWANTARA." Economicus : Jurnal Ekonomi dan Manajemen 10, no. 2 (2020).

Benny Osta Nababan & Billy Permana (2020) 'ANALISIS DISKRIMINAN BAURAN PEMASARAN TERHADAP PERSEPSI KONSUMEN UNTUK MEMUTUSKAN PEMBELIAN SEPEDA MOTOR MATIC MEREK HONDA DAN YAMAHA DI STIE DEWANTARA', Economicus : Jurnal Ekonomi dan Manajemen, 10(2). doi: 10.47860/economicus.v10i2.83.

Benny Osta Nababan; Billy Permana. ANALISIS DISKRIMINAN BAURAN PEMASARAN TERHADAP PERSEPSI KONSUMEN UNTUK MEMUTUSKAN PEMBELIAN SEPEDA MOTOR MATIC MEREK HONDA DAN YAMAHA DI STIE DEWANTARA. Economicus : Jurnal Ekonomi dan Manajemen. 2020;10(2).

Artikel Terkait

ANALISIS RASIO KEUANGAN UNTUK MENILAI KINERJA KEUANGAN PADA PT ACSET INDONUSA TBK PERIODE TAHUN 2019-2023

Zeze Zakaria Hamzah; Muchammad Hamdani; Ofi Khoirunnisa

PENGARUH CONTENT MARKETING, SISTEM CASH ON DELIVERY (COD) DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP DI KOTA BOGOR

Mujito; Muhlis; Wawan Hari Subagyo; Yuliyanti

PENGARUH MOTIVASI DAN DISIPLIN KERJA TERHADAP KINERJA PEGAWAI DINAS PEKERJAAN UMUM DAN PENATAAN RUANG KABUPATEN BOGOR

Muchammad Hamdani; Syaiful Anwar; Muhammed Raihan Aulia

PENGARUH KOMPENSASI DAN KEPUASAN KERJA TERHADAP KOMITMEN KARYAWAN PADA PT SIKARS PETROLEUM NUSANTARA TAPOS DEPOK

Muhlis; Thomas Yoshua

ANALISIS KEPUASAN MASYARAKAT TERHADAP PELAYANAN UNIT REAKSI CEPAT (URC) DINAS PERHUBUNGAN KABUPATEN BOGOR

Wawan Hari Subagyo; Arry Muhammad Yusuf

RISET KEWIRAUSAHAAN SEBAGAI JEMBATAN KESENJANGAN ANTARA TEORI DAN PRAKTIK: PENDEKATAN INTEGRATIF BERBASIS KONTEKS

Mulyana Surya; Yan Noviar Nasution; Heri Iswanto
Tren Sitasi Jurnal