Analisa Faktor-Faktor yang Mempengaruhi Konsumen dalan Keputusan Pembelian Mobil Toyota di Surakarta

Abstract

The aims of this study are: (1) To find out the influence of the culture, social, psychology, and personal variables to the Toyota car purchasing decision in Surakarta; (2) To find out the most dominant factor in influencing the Toyota-type car purchasing decision in Surakarta, so that it can be used as a consideration in making any policies in determining the marketing strategy. This study is carried out in Toyota Dealer Surakarta by using quantitative approach. The technique used in collecting data is questionnaire with 30 of sample. The analysis used is the multiple linear regression analysis. The results of this study are: (1) The contribution of the culture variable to the purchasing decision is shown by the understandardized beta coefficient value of 0.234, which means that each increasing of culture variable will influence the purchasing decision of 0.234; (2) The contribution of the social variable to the purchasing decision is shown by the understandardized beta coefficient value of 0.213, which means that each increasing of social variable will influence the purchasing decision of 0.213; (3) The contribution of psychology variable to the purchasing decision is shown by the undestandardized beta coefficient value of 0.164, which means that each increasing psychology variable will influence the purchasing decision of 0.164; (4) the contribution of personal variable to the purchasing decision is shown by the understandardized beta coefficient value of 0.409, which means that each increasing personal variable will influence the purchasing decision of 0.409; and (5) The most dominant factor in influencing the purchasing decision is the personal variable, which is proved by the understadardized beta coefficient value of 0.409, which is the highest value of other variables.