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Analisis Perilaku Konsumen Beralih Merk dalam Pembelian Produk Sepeda Motor di Sleman Yogyakarta.

Jurnal Teknologi dan Manajemen Informatika, Fakultas Teknologi Informasi, Universitas Merdeka Malang, volume 4, nomor 3, Desember 2006.
Journal from JIPTUNMERPP / 2008-01-09 09:44:55
Oleh : Chaula Anwar, Faculty_of_Information_Technology_-_Merdeka_Univer
Dibuat : 2006-12-01, dengan file

Keyword : Prior experience, product knowledge, satisfaction, media search, retailer search, brand switching.

This research is aims to analysis: (1) the effect prior experience to product knowledge. (2) the effect product knowledge to satisfaction, (3) the effect prior experience to satisfaction, (4) the effect product knowledge to media search, (5) the prior experience, and satisfaction to media search, (4) the effect satisfaction and media search to set of consideration, (5) the effect satisfaction to media search,(6) the effect and set of consideration to brand switching, (6) the effect media search to set of consideration, (7) the effect satisfaction to set of consideration, (8) the effect set of consideration to reatiler search, (9) the effect reatiler search to brand switching, (10) the effect set of consideration to brand switching (11) the effect satisfaction to brand switching. Respondent in this study are buyer Yamaha motorcycle and others motorcycles in Sleman Yogyakarta, until 2000-2005. The hypothesis was tested in the Structural Equation Modeling (Amos 4.5). The result of this analysis indicated that (1) the prior experience positively of significantlyaffected to product knowledge, (2) the product knowledge positively significantly affected to satisfaction, (3) the prior experience positively significantly affected to satisfaction, (4) the product knowledge positively significantly affected to media search, (5) the satisfaction negtively significantly affected to media search, (6) the media search positively significantly affected to set of consideration, (7) the satisfaction negatively of significantly affected to set of consideration, (8) the set of consideration positively significantly affected to retailer search, (9) the retailer search positively affected to brand switching, (10) the set of consideration pisitively significantly positively affected to brand switching, (11) the satisfaction negatively affected to brand switching.

Deskripsi Alternatif :

This research is aims to analysis: (1) the effect prior experience to product knowledge. (2) the effect product knowledge to satisfaction, (3) the effect prior experience to satisfaction, (4) the effect product knowledge to media search, (5) the prior experience, and satisfaction to media search, (4) the effect satisfaction and media search to set of consideration, (5) the effect satisfaction to media search,(6) the effect and set of consideration to brand switching, (6) the effect media search to set of consideration, (7) the effect satisfaction to set of consideration, (8) the effect set of consideration to reatiler search, (9) the effect reatiler search to brand switching, (10) the effect set of consideration to brand switching (11) the effect satisfaction to brand switching. Respondent in this study are buyer Yamaha motorcycle and others motorcycles in Sleman Yogyakarta, until 2000-2005. The hypothesis was tested in the Structural Equation Modeling (Amos 4.5). The result of this analysis indicated that (1) the prior experience positively of significantlyaffected to product knowledge, (2) the product knowledge positively significantly affected to satisfaction, (3) the prior experience positively significantly affected to satisfaction, (4) the product knowledge positively significantly affected to media search, (5) the satisfaction negtively significantly affected to media search, (6) the media search positively significantly affected to set of consideration, (7) the satisfaction negatively of significantly affected to set of consideration, (8) the set of consideration positively significantly affected to retailer search, (9) the retailer search positively affected to brand switching, (10) the set of consideration pisitively significantly positively affected to brand switching, (11) the satisfaction negatively affected to brand switching.

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