Pengaruh Persepsi Harga Pada Perilaku Mencari Harga Rendah dan Price recall dalam Pembelian Produk Kusen Cor di Kecamatan Tempel

Widyanugroho, Lendy , Tur Nastiti, S.E., M.Si.

2007 | Skripsi | S1 Management

This research aim to analyse the influence of price perception to the consumer behavior to look for the low price and price recall on the "kusen cor" product at Tempel District. The price is one of the variable that influence to consumer purchashing. Price is to be percepted by consumer differently in the negative price perception, price to be percepted as cost or expense by consumer, in the positive price perception, price to be percepted as a tool for a product measurement. The different purchasing behavior is lies on the look for low price and price recall. The research use the primery data obtained directly the alloting quesionaire to the costomers who buy their "kusen cor" product at Tempel District. The primary data is analysed by regression mesurement, the result are: (1) The influence of negative price perseptio n on the consumer behavior look for low price product is positive significant. Y1= -1,530+1,535 X, Beta=0,838, t= 15,077, a<0,05. (2) The influence of positive price perseption on the consumer behavior look for low price product is negative significant. Y2= 6,420-0,878 X, Beta=0,878, t= 18,133, a<0,05. (3) The influence of negative price perception to the consumer behavior of price recall is negative significant. Y3= - 0,176+1,234 X, Beta=0,757, t=11,478, a<0,05. (4) The influence of positive price perception to the consumer behavior of price recall is negative significant. Y4= 5,503-0,489X, Beta=- 0,537, t=39,740, a<0,05. The sampling method used is purposive sampling with 110 responden. This research used regression test, R test, F test and T test to analysis the data. The aim purpose is to analysis the influence of price perception to the conskumer purchasing behavior. Key word: Price Perception, Consumer Perception, Consumer Behavior, Positive Price Perception, Negative Price Perception.

Kata Kunci : Price Perception, Consumer Perception, Consumer Behavior, Positive Price Perception, Negative Price Perception