ANALISIS PENGARUH PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MOBIL BERTIPE LOW MPV (KASUS ARMADA TAKSI DI JAKARTA)

Ikhwan Bayu Adhi Setiawan

Abstract


 

Penelitian ini bertujuan untuk menganalisis mengenai pengaruh dari perceived value terhadap keputusan pembelian dengan objek penelitian yaitu mobil bertipe Low MPV. Perceived value adalah penilaian keseluruhan dari konsumen atas utilitas terhadap suatu produk berdasarkan persepsi tentang apa yang diterima dan apa yang diberikan (Zeithaml, 1988). Keputusan pembelian merupakan keputusan pembeli terkait merek manakah yang akan dibeli (Kottler, 2012). Mobil Low MPV (Multi Purpose Vehicle) adalah mobil dengan kapasitas 7 orang penumpang dan memiliki kapasitas mesin yang tergolong kecil dibandingkan Medium MPV dan High MPV. Penelitian ini termasuk ke dalam penelitian yang bersifat kuantitatif. Data primer dan data sekunder dikumpulkan untuk penelitian ini. Data sekunder diperoleh dari jurnal, buku, surat kabar dan artikel, sedangkan. data primer diperoleh melalui kuesioner yang penulis sebarkan kepada responden secara langsung. Responden dalam penelitian ini adalah pemilik mobil bertipe Low MPV tahun produksi 2010 – 2015 yang berlokasi di Jakarta. Dengan menggunakan metode purposive sampling didapatkan 150 responden yang sesuai dengan kriteria. Uji validitas dan reliabilitas digunakan dalam penelitian ini untuk menguji instrumen yang telah dibuat oleh penulis. Pengujian hipotesis dilakukan dengan analisis regresi linear sederhana. Data yang dikumpulkan diolah menggunakan program SPSS versi 16.0. Hasil dari penelitian ini menunjukkan bahwa variabel perceived value berpengaruh secara positif dan signifikan terhadap keputusan pembelian konsumen. Penulis merekomendasikan agar mobil bertipe Low MPV dikategorikan secara tersendiri antara mobil yang dijadikan sebagai armada taksi dengan mobil yang ditujukan untuk konsumen pribadi.

 

Kata kunci : Perceived Value, Keputusan Pembelian, Low MPV

 

This research aims to analyze the effect of perceived value towards purchase decision with Low MPV car type as the object of this research. Perceived value is the consumer's overall assessment of the utility of a product based on perceptions of what is received and what is given (Zeithaml, 1988). Purchase decision is the buyer’s decision about which brand to purchase (Kottler, 2012). Low MPV Car is a car with capacity of 7-seat passengers and has an engine capacity that is relatively smaller compared to Medium MPV and High MPV. This research is a quantitative research. Primary data and secondary data are collected for this research. Secondary data are collected from journals, books, newspapers, and articles while primary data are collected from questionnaires that has been made by the writer and distributed to the respondents directly. Respondents in this research are the owner of Low MPV car that was produced in in 2010 until 2015 and located in Jakarta. By using purposive sampling method, it was obtained 150 respondents that was meet the criteria. Validity and reliability test are used in this research to test the instrument that was made by the writer. Hypothesis testing in this research used the simple linear regression analysis. Data that was collected in this research are being processed using SPSS Program version 16.0. The results of this research showed that perceived value have positive and significant impact towards buying decision of Low MPV car type. The author recommends that low MPV car is classified separately between cars that serve for taxis and a car that was intended for private consumers.

 

Keywords : Perceived Value, Buying Decision, Low MPV

 

 

 

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