Pengaruh Kelompok Referensi Atas Pembelian Mobil dan Pemilihan Mereknya di Daerah Istimewa Yogyakarta
Josaphat Sudarsono (Adv:Drs. John Soeprihanto, MIM), Drs. John Soeprihanto, MIM
1986 | Skripsi | S2 Management-
Buying behavior may be a completely individualistic activity or very much socially conditioned. Consumers are often influenced by what others buy, especially those persons with whom they compare themselves or use as reference groups. The objectives of this study are classified into 3 groups. First is to examine the susceptibility to reference group influence on car purchase decision and its brand choice. Second is to investigate how the three types of reference group influence operate for those decisions. The three types are informational influence, comparative influence, and normative influence. Third is to find out the certain factor used as the main consideration by the decision makers in their specific car chosen. Subjects were classified into 3 groups. Each was the owners of sedan, jeep, and station-wagon/minibus. They live in Daerah Istimewa Yogyakarta. The car is as individual or family transportation. Each group was consist of 72, 26 and 102 respondents. Data was collected by giving questionnaire differentiated in two versions. First, the questionnaire was about reference group influence on car purchase decision, and the second was about reference group influence on car's brand choice. The first questionnaire was done by 36 respondents as the sedan owners, 13 owners of jeep, and 51 respondents as the station-wagon owners, and then the others contained the second questionnaire. By using Chi square tests, Binomial tests, Rank Order Correlation Technique, and One way Anova, the data was analyzed. The results showed that car purchase decision and its brand choice were susceptible to reference group influence and the informational and normative influence did operate significantly for those decisions but the comparative influence didn't. Although there were income rate differences, the reliable information about the car from those friends, neighbors, relatives, or work associates and the expectations or preferences of family members consistently played a great role in those decisions.
Moreover, it was proved that the income rate was the main
consideration in choosing the specification of the car.
Kata Kunci : perilaku konsumen,referensi
