Pengaruh Faktor-Faktor Psikologis Konsumen Terhadap Keputusan Memiliki Mobil Toyota Avanza Di Malang Town Square (Matos)

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Elisabeth S. Meilinda
Anni Yudiastuti
Cornelius Niwadolo

Abstract

Along with the development  of modern era caused so much This can be seen  with the variations of new products 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)

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How to Cite
S. Meilinda, E., Yudiastuti, A., & Niwadolo, C. (2017). Pengaruh Faktor-Faktor Psikologis Konsumen Terhadap Keputusan Memiliki Mobil Toyota Avanza Di Malang Town Square (Matos) . Akubis: Jurnal Akuntansi Dan Bisnis, 2(01), 56-63. https://doi.org/10.37832/akubis.v2i01.34
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