PENGARUH FAKTOR EKSTERNAL, INTERNAL DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR DI BANJARMASIN

Purboyo ., Nuril Huda

Abstract


Customers purchasing products is the main goal of marketing, so that factors that influence purchasing decisions are important to be known. This study aims to analyze factors that influence motorcyle purchasing decisions. It is hypothesized that external factors, internal factors and lifestyle influence motorcyle purchase decisions.

The population used in this research was motorcycle buyers in the city of Banjarmasin. 150 respondents were taken as samples using a non-probability sampling technique with a purposive sampling approach. The analysis technique used in this research is a structural equation model (SEM) and the hypothesis is tested by using statistical analysis with 18.0 AMOS program.

The results of this study indicate that (1) external factors have direct and significant effect on purchasing decisions; (2) internal factors have direct and significant effect on lifestyle; (3) internal factors influence the purchase decision through lifestyle; and (4) lifestyle has direct and significant effect on purchasing decisions.

Based on the research results, it is suggested that external factors have the most dominant direct influence toward the purchasing decisions and the variables that have highest index are marketing activities with dimensions of price, product, promotion, and marketing place, so that the variable of the marketer should focus and pay deeper attention to the marketing strategies, but still considering the external and internal factors. Lifestyle factor with the indicators of activities, interest, and opinions have a strong influence to the purchasing desicion. This can help companies to match suitable products that are going to be sold with the lifestyle of the consumers.

 


Keywords


external factors, internal factors, lifestyle, motorcycle.

Full Text:

PDF

References


Ferdinand, Augusty,2006, Metode Penelitian Manajemen, Edisi kedua, Badan Penerbit Universitas Diponegoro, Semarang.

Hair, JR., Joseph F., Rolp E. Anderson, Ropnald L. Tatham and William C. Black, (1995), Multivariate Data Analysis with Reading, Fourth Ed., Prentice Hall International , Inc.

Hawkins, Best, Coney, 2004, Consumer Behavior, Building Marketing Strategy, McGraw-Hill/Irwin, USA

Kotler, Philip dan Kevin Lane Keller, 2009, Manajemen Pemasaran, Edisi Bahasa Indonesia, Edisi kedua belas, jilid 1 dan jilid 2, PT. Indeks, Jakarta.

Lamb, Charles W., Joseph F. Hair dan Carl McDaniel, 2001a, Pemasaran (Terjemahan), Edisi Kelima, Buku 1, Salemba Empat, Jakarta.

Latan, Hengky, 2012, Sructural Squation Modeling, Konsep dan Aplikasi menggunakan Program Lisrel 8.80, Alfabeta, Bandung.

Lovelock, Cristopher, Jochen Wirttz dan Jacky Mussry, 2010, Pemasaran Jasa, Edisi ketujuh, Jilid satu dan jilid dua, Erlangga, Jakarta.

Ma’aruf, Hendri, 2005, Pemasaran Ritel, Gramedia Pustaka Utama, Jakarta

Malhotra, Naresh K,2009, Riset Pemasaran – Pendekatan dan Terapan, Edisi Bahasa Indonesia Edisi ke Empat, Jiilid 1 dan Jilid 2, PT. Indeks, Jakarta.

Machfoedz, Mahmud, 2006, Pengantar Pemasaran Modern, Unit Penerbit dan Percetakan Akademi Manajemen Perusahaan YKPN, Yogyakarta.

McCarthy, J, 1996, Basic Marketing: A Managerial Approach, 12th edition, Homewood, Il:Irwin

Mowen, John C, dan Michael Minor, 2002, Perilaku Konsumen, Edisi kelima, Jilid 1, Erlangga, Jakarta.

Santoso, Singgih, 2012, Analisis SEM menggunakan Amos, PT. Elek Media Komputindo, Gramedia, Jakarta.

Schiffman, Leon dan Leslie Lazar Kanuk, 2008, Perilaku Konsumen, Edisi ketujuh, PT.Indeks, Jakarta.

Simamora, Bilson, 2001, Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel, Gramedia Pustaka Utama, Jakarta.

Sutisna, 2002, Perilaku Konsumen dan Komunikasi Pemasaran, Remaja Rosdakarya, Bandung.

Sugiyono, 2013, Metode Penelitian Kuantitatif Kualitatif dan R & D, Alfabeta, Bandung.

Sumawarman, Ujang, 2004, Perilaku Konsumen, teori dan penerapan dalam pemasaran, Ghalia Indonesia, Bogor.

Sunarto, 2004, Prinsip-Prinsip Manajemen, Edisi kedua, Penerbit Amus, Yogyakarta.

Sunyoto, Danang, 2013, Perilaku Konsumen, Panduan Riset Sederhana untuk Mengenali Konsumen, Center of Academic Publishing Service (CAPS), Yogyakarta.

Suelin, Caroline, dan Tan, 2010, Understanding Consumer Purchase Behavior In The Japanese Personal Grooming Sector, Journal of Yasar University, 2010 17(5) 2821-2831.

Tjiptono, Fandy, Gregorius Chandra dan Dadi Adriana, 2008, Pemasaran Strategik, CV. Andi Offset, Yogyakarta.




DOI: http://dx.doi.org/10.20527/jwm.v5i2.129

Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 Jurnal Wawasan Manajemen

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Creative Commons License
Jurnal Wawasan Manajemen by Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat is licensed under a Creative Commons Attribution 4.0 International License. Based on a work at jwm.ulm.ac.id.