ANALISIS SIKAP MULTI ATRIBUT FISHBEIN TERHADAP PRODUK MOBIL NISSAN X-TRAIL PADA PT. NISSAN ISTANA PALEMBANG

Nofiawaty, Novi (2013) ANALISIS SIKAP MULTI ATRIBUT FISHBEIN TERHADAP PRODUK MOBIL NISSAN X-TRAIL PADA PT. NISSAN ISTANA PALEMBANG. Jurnal Ilmiah Orasi Bisnis, X. pp. 48-58. ISSN 2085-1375

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    Abstract

    The objective of this research was to reveal consumer's attitude to products Nissan X-Trail car and the important factors which were considered by consumers were choosing Nissan X- Trail car, so it can be seen the influence of customer attitude to customer decision with Nissan X-Trail car. The techniques for analyzing the data is the Multiatribut Fishbein Model for the sample in this research was used 76 respondents. Based on the analysis multiatribut Fishbein model could be seen that the attitude scores of respondents on product attributes Nissan X-Trail which includes the attribute type of vehicle obtained AB score of 0.59, vehicle model attribute score obtained AB score of 1.02, attribute dimensions of the car body obtained AB score of O8. 7, attributes oftoughness vehicle engines obtained AB score of 0.55, attribute ease of vehicle engine maintenance obtained AB score of 0.74, vehicle transmission attributes obtained AB score of 0.54, attributes of fuel consumption obtained AB score of 0.92, vehicle exterior attributes obtained AB a score of 0.59, attribute vehicle interior obtained AB score of O.75, attribute the quality of vehicle sound system obtained AB score of 0.70, and attribute completeness of vehicle safety features obtained AB score of O.75, Where as the most dominant factor that consumers considered is selection Nissan Xstrail car is attribute vehicle model. From the results of research in this research is on the whole score AB in the good category (score 1.21-0.4). so the attitude of respondent to attribute Nissan X-Trail car products that the score AB of attribute the kind of vehicle is 1.02, the score AB of attribute dimensions of the body's car is 0.87 Nissan X- Trail car products is good.

    Item Type: Article
    Uncontrolled Keywords: Consumer, Multi atribut Fisbbein, Attitude, Decision Making
    Subjects: H Social Sciences > HC Economic History and Conditions
    H Social Sciences > HE Transportation and Communications
    Divisions: Faculty of Economics > Department of Management
    Depositing User: N nofiawaty nofi
    Date Deposited: 12 Mar 2014 11:15
    Last Modified: 12 Mar 2014 11:15
    URI: http://eprints.unsri.ac.id/id/eprint/3555

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