Faktor Psikologis, Lingkungan dan Bauran Pemasaran yang Mempengaruhi Pembelian Sepeda Motor Studi pada Konsumen Sepeda Motor Bebek 4-tak Merk Suzuki dan Honda di Kota Banjarmasin

摘要

This research has been done to know psychological, environmental, marketing mix to influence 4 stroke bebek motorcycle (Honda and Suzuki) buying in Banjarmasin, and also to know the dominant variable on buying decision. This research has been done in Banjarmasin. Writer uses non random sampling technique with convenience sampling method. The total samples are 706 respondents (355 Suzuki consumers and 351 Honda consumers). A standard significant level in this research is 5%. All 12 variables of psychological, environmental, and marketing mix factors are being asked into 49 question items. The test of all instruments research show the reliability and validity levels are high. The results of this research are all free variables, that are perception (XI), attitude (X2), life style (X3), personality (X4), culture (X5), social class (X6), reference group (X7)situational determinants (X8), product (X9), price (X10), promotion (X11), and distribution (X12), have a significant correlation to buying decision of Suzuki and Honda 4-stroke bebek motorcycle. Among 12 variables, perception variable (X1), attitude (X2), life style (X3), referent group (X7), situational determinants (X8), and product (X9) are really influence to buying decision of 4-stroke Bebek Motorcycle (Suzuki and Honda) in Banjarmasin. Determination coefficient (R2) is 0.591, it shows the contribution of independent variables to explain the dependent variable, that is 59.1%. While the most dominant variable to influence the research is the Attitude (X2), that is 39.6%.