PENGARUH SELERA DAN HARGA TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN SEPEDA MOTOR HONDA DI KABUPATEN BULELENG - ., I Gusti Putu Endra Suantara; ., Drs. Made Artana, M.Pd; ., Kadek Rai Suwena, S.Pd., M.Pd. (Jurnal Pendidikan Ekonomi Undiksha, 2014)
Penelitian ini bertujuan untuk mengetahui (1) pengaruh selera secara parsial terhadap keputusan konsumen dalam pembelian sepeda motor honda, (2) pengaruh harga secara parsial terhadap keputusan konsumen dalam pembelian sepeda motor honda, (3) pengaruh selera dan harga secara simultan terhadap keputusan konsumen dalam pembelian sepeda motor honda. Populasi dalam penelitian adalah masyarakat Kabupaten Buleleng yang telah membeli sepeda motor honda pada tahun 2012. Alasan penelitian ini menggunakan tahun 2012 dikarenakan tahun 2012 telah tersedia data mengenai total penjualan sepeda motor honda, pada UPT Dispenda Provinsi Bali, Kabupaten Buleleng, sedangkan tahun 2013 belum tersedia data secara lengkap. Jumlah sampel dalam penelitian sebanyak 100 orang responden.Data dikumpulkan dengan mengunakan metode dokumentasi dan kuesioner, dianalisis menggunakan analisis regresi linier berganda dengan bantuan program SPSS for windows 16.0. Hasil penelitian menunjukkan bahwa; (1) selera berpengaruh signifikan secara parsial terhadap keputusan konsumen dalam pembelian sepeda motor honda, hal tersebut ditunjukkan dari nilai thitung = 7,981 > ttabel = 1,980 atau p-value = 0,000 ttabel 1,980 atau p-value = 0,002 < Î± = 0,05, (3) selera dan harga berpengaruh signifikan secara simultan terhadap keputusan konsumen dalam pembelian sepeda motor honda, hal tersebut ditunjukkan dari nilai Fhitung = 77,574 > Ftabel = 2,310 atau p-value 0,000 < Î± = 0,05. Hasil analisis koefesien determinasi diperoleh 0,607 atau 60,7%.Kata Kunci : selera, harga, keputusan pembelian This study was aimed to identify (1) the effect of partially desire upon the customer decision in purchasing honda motorcycle, (2) the effect partially price upon the customer decision in purchasing honda motorcycle,(3) the effect of desire and price simultaneously upon the customer decision in purchasing honda motorcycle. Population instudy was the community of Buleleng regency that had bought honda motorcycle in the year of 2012. The reason why the study was conducted in 2012 was in 2012 there was data already available in UPT Dispenda Provinsi Bali in Buleleng regency about the total amount of honda motorcycle payment, but there is no complete data available in 2013. In which the sample of study consisted of 100 respondents. Data was collected through documentation and questionnaire method, analyzed through multiple regression analysis that was mediated by using SPSS 16.0 program for windows. The result of this study showed that (1) desire partially bring significant effect upon the customer decision in purchasing honda motorcycle, it showed by the value of tcount = 7,981 >ttable = 1,980 or p-value = 0,000 < Î± = 0,05, (2) price partially bring significant effect upon the customer decision in purchasing honda motorcycle, it showed by the value of tcount= 3,113 >ttable 1,980 or p-value = 0,002 < Î± = 0,05, (3) desire and price bring significant effect simultaneously upon the customer decision in purchasing honda motorcycle, it showed by the value of Fcount = 77,574 >Ftable = 2,310 or p-value 0,000 < Î± = 0,05. The result of coefficient determination analysis obtained value of 0,607 or 60,7%.keyword : desire, price, decision of purchasing