PENGARUH FAKTOR-FAKTOR PSIKOLOGIS KONSUMEN TERHADAP KEPUTUSAN MEMILIKI MOBIL TOYOTA AVANZA DI MALANG TOWN SQUARE (MATOS)

Abstract

Along with the development of modern era caused so much
competition in an increasingly competitive business world.
This can be seen with the variations of new products with
brilliant innovation. The result of this competition is that
consumer can choose a variant product with higher quality,
so that in decisions making process consumers can choose
according to their ability to buy, taste, and quality of the
product itself. This study aims to determine the effect of
psychological variables of consumers to the decision in
having Toyota Avanza in the Malang Town Square (MATOS).
The population of this study is selected using the selection
criteria of population and obtained 100 respondents who
own Avanza car and parked in MATOS. The research sample
is using 50 respondents. Data analysis method used is
multiple linear regression analysis. Psychological variables
used in this study are motivation, perception, learning, and
beliefs and attitudes. Each variable has certain indicators.
Motivation variable consists of three indicators, namely the
needs of prestige, the desire for recognition, and service
availability. Perception variables measures with the car
capability indicator, fuel economy, car facilities, and product
advantages. Learning has an indicator variable of personal
experience, the experience of relatives, and the people's
judgment of the Toyota brand. Beliefs and Attitudes variable
has indicators the compliance with the quality of the car,
safety desire, interest and loyalty to the brand models.
The results of this study showed that only one variable that
has an influence on purchasing decisions avanza car, which
is learning. Motivation, perceptions, and beliefs and attitudes
variables did not affect the decision in having Toyota Avanza
in Malang Town Square (MATOS)