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All Journal Prima Ekonomika : Jurnal Ekonomi dan Bisnis
Budyanto, Denny Yudho
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ANALISIS PERILAKU MEMBELI MOBIL MEREK TOYOTA KIJANG KRISTA DI KOTA SURAKARTA Budyanto, Denny Yudho
PRIMA EKONOMIKA Vol. 13 No. 2 (2022): Prima Ekonomika
Publisher : STIE "YKP" YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37330/prima.v13i2.154

Abstract

This study aims to identify and analyze the influence of behavior, subjective norms and perceived behavioral control on consumer intentions to buy a Toyota Kijang Krista car identify and analyze the influence of purchase intention on the decision to buy a Toyota Kijang Krista car in the city of Surakarta. The research method used in this study is a quantitative method or survey method using a structured questionnaire. The data collection technique in which the author provides a list of questions to the questionnaire respondents used in this study was adapted from previous research. The survey in this study will be carried out in two stages, the first stage is for testing the instrument, the second stage is for data analysis. The research instrument test used is the validity test, the reliability test. Then for data analysis used multiple linear regression, and simple linear regression. The results of the research that has been done using multiple linear regression indicate the influence of attitudes on behavior, subjective norms and perceived behavioral control on consumer buying intentions.
STUDI PERILAKU KONSUMEN DAN FAKTOR PENYEBAB RENDAHNYA PENJUALAN KAWASAKI NINJA MONO 250 SL DI JAWA TENGAH Budyanto, Denny Yudho
PRIMA EKONOMIKA Vol. 16 No. 2 (2025): Prima Ekonomika
Publisher : STIE "YKP" YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37330/prima.v16i2.328

Abstract

ABSTRAK Penelitian ini menganalisis perilaku konsumen dan mengidentifikasi faktor-faktor utama yang menyebabkan rendahnya penjualan Kawasaki Ninja Mono 250SL di Jawa Tengah. Studi ini menggunakan pendekatan kuantitatif dengan metode survei terhadap konsumen potensial dan pengguna motor sport di wilayah tersebut. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda untuk menguji pengaruh harga, desain produk, performa mesin, brand image, dan tren pasar terhadap minat beli konsumen. Hasil penelitian menunjukkan bahwa desain produk yang kurang menarik, persepsi performa mesin yang kalah dibandingkan kompetitor, serta dominasi model motor sport dua silinder di pasar menjadi penyebab utama rendahnya minat beli terhadap Kawasaki Ninja Mono 250SL. Temuan ini memberikan masukan strategis bagi produsen dalam merumuskan pengembangan produk dan pemasaran yang lebih sesuai dengan preferensi konsumen di masa mendatang. Kata Kunci: perilaku konsumen; penjualan; Kawasaki Ninja Mono 250SL; desain produk; minat beli ABSTRACT This study analyzes consumer behavior and identifies the main factors contributing to the low sales of the Kawasaki Ninja Mono 250SL in Central Java. A quantitative approach was employed, using surveys targeting potential consumers and sport motorcycle users in the region. Data were collected through questionnaires and analyzed using multiple linear regression to examine the influence of price, product design, engine performance, brand image, and market trends on consumer purchase interest. The results indicate that less attractive product design, perceptions of inferior engine performance compared to competitors, and the dominance of twin-cylinder sport motorcycle models in the market are the primary reasons for the low purchase interest in the Kawasaki Ninja Mono 250SL. These findings provide strategic input for manufacturers in formulating product development and marketing strategies that better align with consumer preferences in the future. Keyword: consumer behavior; sales; Kawasaki Ninja Mono 250SL; product design; purchase interest
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