t tabel=l.65 (signifikan),dengan tingkat signifikan (t :s; 0.05). Hasil koefisien determinasi dan koefisien korelasi adalah sebagai berikut :kepuasan produk dengan atribut produk (R)=0.916(sangat kuat), (R/2)=0.840 ; kepuasan pelayanan dengan atribut pelayanan (R)=0.700(kuat),(RA2)=0.598; intensi pembelian terhadap produk dengan kepuasan produk (R)=0.900(sangat kuat),(R/2)=0.809 ; intensi pembelian melalui dealer dengan kepuasan pelayanan (R)=0.773(kuat),(RA2)=0.598; cross over intensi pembelian terhadap produk dengan kepuasan pelayanan (R)=0.868(sangat kuat),(R/2)=0.754; cross over intensi pembelian melalui dealer dengan kepuasan produk (R)=0.870(sangat kuat),(R "2)=0.756, berdasarkan tabel intepretasi koefisien korelasi menunjukkan rata-rata tingkat hubungannya sangat erat (0.800 - 1.000), sehingga hasilnya mendukung hipotesis penelitian The objective of the research is to test relationship among performance attributes of product and services, satisfaction of product and service, and buying intention of product througth dealer. The research test these variables based on model introduced by Mittal, Kumar, and Tsiros (1999). This research is able to present the understanding of these variables because the relationship changes over time. Initially customer satisfaction influences the buying intention of the product, but then product satisfaction becomes the most influencing factor in buying intention of product and through dealer. In all cases, product and services attributes are still the key. The research is conducted at Kabupaten Sleman. The object is the owner of "Yamaha" sport motor cycle. Data collected is 170 out of 300 questioneres. The research result shows that regretion for product satisfaction is - 8.968+0.546 accessories+o.561 comfortably+0.549 control+0.507 brake+o.622 transmission; services satisfaction = -2.068+0.264 equipment+0.281 quality of work+o.201 honesty+0.328 timely+0.330 of service time; product buying intention = 22.031+0.422 product satisfaction; buying intention trougth dealer = 10.855+0.838 service satisfaction; cross over buying intention of product = 19.322+0.919 service satisfaction; cross over buying intention trougth dealer= 12.307+0.437 product satisfaction. T value (accessiories=9.422, comfortably=8.571, control=7.554, honesty=4.338, timely=5.357, service time=7.886, product intention=26. 701, intention trougth dealer=l5.813, cross over intention to product=22. 710, cross over intention trougth dealer=22.827) > t tabel=l.65(significant), with significant level (t < 0.05). Coeficient determination result and corelation coeficient is follows: product satisfaction with product attribute (R)=0.916 (very strong),(RA2)=0.840; service satisfaction with services attributes (R)=0.700(strong),(RA2)=0.598; buying intention to product with product satisfaction (R)=0.900 (very strong),(R )=0.809, buying intention througth dealer with service satisfaction (R)=0.773 (strong),(RA2)=0.598; cross over buying intention to dealer with product satisfaction (R)=0.868(very strong),(RA2)=0. 754; cross over buying intention througth dealer with product satisfaction (R)=0.870(very strong),(RA2)=0. 756, based on interpretation table corelation coeficient shows that the average of relationship level is very strong (0.800 - 1.000), therefore the result support the research's hypothesis. "> t tabel=l.65 (signifikan),dengan tingkat signifikan (t :s; 0.05). Hasil koefisien determinasi dan koefisien korelasi adalah sebagai berikut :kepuasan produk dengan atribut produk (R)=0.916(sangat kuat), (R/2)=0.840 ; kepuasan pelayanan dengan atribut pelayanan (R)=0.700(kuat),(RA2)=0.598; intensi pembelian terhadap produk dengan kepuasan produk (R)=0.900(sangat kuat),(R/2)=0.809 ; intensi pembelian melalui dealer dengan kepuasan pelayanan (R)=0.773(kuat),(RA2)=0.598; cross over intensi pembelian terhadap produk dengan kepuasan pelayanan (R)=0.868(sangat kuat),(R/2)=0.754; cross over intensi pembelian melalui dealer dengan kepuasan produk (R)=0.870(sangat kuat),(R "2)=0.756, berdasarkan tabel intepretasi koefisien korelasi menunjukkan rata-rata tingkat hubungannya sangat erat (0.800 - 1.000), sehingga hasilnya mendukung hipotesis penelitian The objective of the research is to test relationship among performance attributes of product and services, satisfaction of product and service, and buying intention of product througth dealer. The research test these variables based on model introduced by Mittal, Kumar, and Tsiros (1999). This research is able to present the understanding of these variables because the relationship changes over time. Initially customer satisfaction influences the buying intention of the product, but then product satisfaction becomes the most influencing factor in buying intention of product and through dealer. In all cases, product and services attributes are still the key. The research is conducted at Kabupaten Sleman. The object is the owner of "Yamaha" sport motor cycle. Data collected is 170 out of 300 questioneres. The research result shows that regretion for product satisfaction is - 8.968+0.546 accessories+o.561 comfortably+0.549 control+0.507 brake+o.622 transmission; services satisfaction = -2.068+0.264 equipment+0.281 quality of work+o.201 honesty+0.328 timely+0.330 of service time; product buying intention = 22.031+0.422 product satisfaction; buying intention trougth dealer = 10.855+0.838 service satisfaction; cross over buying intention of product = 19.322+0.919 service satisfaction; cross over buying intention trougth dealer= 12.307+0.437 product satisfaction. T value (accessiories=9.422, comfortably=8.571, control=7.554, honesty=4.338, timely=5.357, service time=7.886, product intention=26. 701, intention trougth dealer=l5.813, cross over intention to product=22. 710, cross over intention trougth dealer=22.827) > t tabel=l.65(significant), with significant level (t < 0.05). Coeficient determination result and corelation coeficient is follows: product satisfaction with product attribute (R)=0.916 (very strong),(RA2)=0.840; service satisfaction with services attributes (R)=0.700(strong),(RA2)=0.598; buying intention to product with product satisfaction (R)=0.900 (very strong),(R )=0.809, buying intention througth dealer with service satisfaction (R)=0.773 (strong),(RA2)=0.598; cross over buying intention to dealer with product satisfaction (R)=0.868(very strong),(RA2)=0. 754; cross over buying intention througth dealer with product satisfaction (R)=0.870(very strong),(RA2)=0. 756, based on interpretation table corelation coeficient shows that the average of relationship level is very strong (0.800 - 1.000), therefore the result support the research's hypothesis. ">
Laporkan Masalah

Analisis Minat Beli Konsumen Terhadap Produk Sepeda Motor Sport Merek Yamaha Di Kabupaten Sleman

Rullijanto Djoko Pradono (Adv: Drs.Teguh Budiarto,MIM ), Drs.Teguh Budiarto,MIM

2000 | Tesis | S2 Management

Penelitian ini bertujuan untuk menguji hubungan antara performa atribut (produk,pelayanan), kepuasan (produk,pelayanan) serta intensi pembelian (terhadap produk,melalui dealer), sehingga penelitian ini bertujuan menguji variabel-variabel tersebut dengan berdasarkan model yang dikemukakan oleh Mittal, Kumar, dan Tsiros (1999) Penelitian ini dapat menunjukkan pemahaman terhadap ketiga variabel tersebut karena hubungan tersebut sering berubah-ubah seiring dengan berubahnya waktu. Kepuasan pelayanan pada awalnya berpengaruh dalam menentukan intensi pembelian terhadap produk, namun kemudian kepuasan produk menjadi lebih menentukan dalam intensi pembelian terhadap produk maupun intensi pembelian melalui dealer. Yang perlu diperhatikan bahwa atribut produk dan atribut pelayanan tetap menjadi kuncinya. Penelitian yang dilakukan di Kabupaten Sleman dengan obyek penelitian pemilik sepeda motor sport merk "Yamaha". Data yang terkumpul sebanyak 170 dari 300 kuesioner yang disebarkan. Penelitian menunjukkan bahwa hasil regresi untuk kepuasan produk = -8.968+0.546 perlengkapan+0.561 kenyamanan+0.549 pengendalian+0.507 rem+0.622 transmisi ; kepuasan pelayanan = -2.068+0.264 peralatan+0.281 Kualitas pekerjaan+0.210 kejujuran+0.326 ketepatan waktu+0.330 waktu pelayanan; intensi pembelian terhadap produk = 22.031+0.422 kepuasan produk ; intensi pembelian melalui dealer = 10.855+0.838 kepuasan pelayanan ; cross over intensi pembelian terhadap produk = 19.322+0.9 l 9 kepuasan pelayanan ; cross over intensi pembelian melalui dealer 12.307+0.437 kepuasan produk, nilai t hitung (perlengkapan=9.422, kenyamanan=8.571, pengendalian=7.007, rem=3.256, transmisi =4.078, peralatan=3.864, kualitas pekerjaan=7.554, kejujuran=4.338, ketapatan waktu=5.357,waktu pelayanan =7.886,intensi terhadap produk=26.701,intensi melalui dealer=l5.813,cross over intensi terhadap produk=22. 710,cross over intensi melalui dealer=22.827 ) > t tabel=l.65 (signifikan),dengan tingkat signifikan (t :s; 0.05). Hasil koefisien determinasi dan koefisien korelasi adalah sebagai berikut :kepuasan produk dengan atribut produk (R)=0.916(sangat kuat), (R/2)=0.840 ; kepuasan pelayanan dengan atribut pelayanan (R)=0.700(kuat),(RA2)=0.598; intensi pembelian terhadap produk dengan kepuasan produk (R)=0.900(sangat kuat),(R/2)=0.809 ; intensi pembelian melalui dealer dengan kepuasan pelayanan (R)=0.773(kuat),(RA2)=0.598; cross over intensi pembelian terhadap produk dengan kepuasan pelayanan (R)=0.868(sangat kuat),(R/2)=0.754; cross over intensi pembelian melalui dealer dengan kepuasan produk (R)=0.870(sangat kuat),(R "2)=0.756, berdasarkan tabel intepretasi koefisien korelasi menunjukkan rata-rata tingkat hubungannya sangat erat (0.800 - 1.000), sehingga hasilnya mendukung hipotesis penelitian

The objective of the research is to test relationship among performance attributes of product and services, satisfaction of product and service, and buying intention of product througth dealer. The research test these variables based on model introduced by Mittal, Kumar, and Tsiros (1999). This research is able to present the understanding of these variables because the relationship changes over time. Initially customer satisfaction influences the buying intention of the product, but then product satisfaction becomes the most influencing factor in buying intention of product and through dealer. In all cases, product and services attributes are still the key. The research is conducted at Kabupaten Sleman. The object is the owner of "Yamaha" sport motor cycle. Data collected is 170 out of 300 questioneres. The research result shows that regretion for product satisfaction is - 8.968+0.546 accessories+o.561 comfortably+0.549 control+0.507 brake+o.622 transmission; services satisfaction = -2.068+0.264 equipment+0.281 quality of work+o.201 honesty+0.328 timely+0.330 of service time; product buying intention = 22.031+0.422 product satisfaction; buying intention trougth dealer = 10.855+0.838 service satisfaction; cross over buying intention of product = 19.322+0.919 service satisfaction; cross over buying intention trougth dealer= 12.307+0.437 product satisfaction. T value (accessiories=9.422, comfortably=8.571, control=7.554, honesty=4.338, timely=5.357, service time=7.886, product intention=26. 701, intention trougth dealer=l5.813, cross over intention to product=22. 710, cross over intention trougth dealer=22.827) > t tabel=l.65(significant), with significant level (t < 0.05). Coeficient determination result and corelation coeficient is follows: product satisfaction with product attribute (R)=0.916 (very strong),(RA2)=0.840; service satisfaction with services attributes (R)=0.700(strong),(RA2)=0.598; buying intention to product with product satisfaction (R)=0.900 (very strong),(R )=0.809, buying intention througth dealer with service satisfaction (R)=0.773 (strong),(RA2)=0.598; cross over buying intention to dealer with product satisfaction (R)=0.868(very strong),(RA2)=0. 754; cross over buying intention througth dealer with product satisfaction (R)=0.870(very strong),(RA2)=0. 756, based on interpretation table corelation coeficient shows that the average of relationship level is very strong (0.800 - 1.000), therefore the result support the research's hypothesis.

Kata Kunci : performa atribut, kepuasan,dan intensi pembelian


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