FAKTOR-FAKTOR YANG MEMPENGARUHI EVALUASI KONSUMEN PADA PEMBELIAN SEPEDA MOTOR YAMAHA

Abstract

Purpose of in this research is for analyze price influence, brand, image, and relationship effort to evaluation of consumer at brand motorbike Yamaha in Weleri Kendal. Population which will be checked is all public using motor Yamaha in region Weleri Kendal, while sample applied 100 publics motor Yamaha in region Weleri Kendal during the observation. Data analytical method applied in this research is multiple regression, test t, F test, and determination test. Before done data analysis beforehand is done examination of classic assumption. The conclusion obtained is (1) the regression equation of a line explain that positive change at fourth of independent variable (price, brand, image, and relationship effort) will increase variable dependent evaluation of consumer), (2) variable brand and image has influence significant partially to evaluation of consumer at motor Yamaha in town Weleri Kendal, (3) variable price and relationship effort has no influence significant partially to evaluation of consumer at motor Yamaha in town Weleri Kendal, (4) there was price as variable influence, brand, image, and relationship effort in stimulant to evaluation of consumer at motor Yamaha in town Weleri Kendal, and (5) various change of evaluation of consumer at motor Yamaha in Weleri Kendal is influenced the change of price variable, brand, image, and relationship effort equal to 44,5%.