Pengaruh Kesadaran Lingkungan, Inovasi Produk dan Persepsi Kualitas terhadap Niat Beli Mobil Suzuki Karimun Wagon R AGS(Studi pada Pengunjung Pameran Mobil Suzuki Karimun Wagon R AGS di Royal Plaza dan Giant Margorejo Surabaya)

Authors

  • ELLYTA OKTAVIANA MULYA PUTRI

Abstract

Pencemaran udara di Indonesia pada tingkat yang mengkhawatirkan.Hal ini mendasari Suzuki memproduksi mobil LCGC Suzuki Karimun Wagon R AGS dengan inovasi pengaplikasian transmisi Auto Gear Shift(AGS), serta mendapatkan beberapa penghargaan yang menunjukkan keunggulan kualitasnya. Namun, peluncurannya belum bisa meningkatkan pangsa pasar secara signifikan. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh kesadaran lingkungan, inovasi produk dan persepsi kualitas terhadap niat beli mobil Suzuki Karimun Wagon R AGS.

Populasi pada penelitian ini adalah seseorang berusia minimal 25 tahun, sudah pernah menggunakan mobil namun belum pernah memiliki mobil Suzuki Karimun Wagon R AGS dan sedang berkunjungke pameran mobil di Royal Plaza dan Giant Margorejo Surabaya. Penelitian ini menggunakan 210 sampel, metode pengambilan sampel adalah non-probability sampling dengan teknik sampling incidental. Teknik analisis data menggunakan regresi linear berganda.

Hasil penelitian menunjukkan bahwa terdapat pengaruh antara kesadaran lingkungan terhadap niat beli, inovasi produk terhadap niat beli dan persepsi kualitas terhadap niat beli sebesar 69,3%.


Kata kunci: kesadaran lingkungan, inovasi produk, persepsi kualitas, niat beli.

Air pollution in Indonesia is at an alarming rate. It underlies Suzuki to produce cars LCGC Suzuki Karimun Wagon R AGS with innovative application of Auto Gear Shift transmission (AGS), as well as getting some awards that show superior quality.However, the launch has not been able to increase its market share significantly. This study aims to analyze and discuss the influence of environmental awareness, product innovation and perceived quality on purchase intention Suzuki Karimun Wagon R AGS car’s.

The population in this study were at least 25 years, who had ever used the car but never had Suzuki Karimun Wagon R AGS and who was visiting a car show at the Royal Plaza and Giant Margorejo Surabaya. This study using 210 samples, the sampling method was non-probability sampling with incidental sampling techniques. The data were analyzed using multiple linear regression.

The results showed that there is influence between environmental awareness to purchase intent, product innovation towards purchase intention and perceived quality towards purchase intention of 69.3%.

Keywords: environmental awareness, product innovation, perceived quality, purchase intention

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Published

2017-01-05
Abstract views: 41 , PDF Downloads: 359