Faktor-faktor yang Mempengaruhi Konsumen dalam Memilih Oli Sepeda Motor di Kota Cilegon

Abstract

This research is proposed to find factors influencing consumer decision in chosening motorbike oil and what is difference which significant between type of consumer motorbike oil. The research samples an involving 100 respondents are taken in Town Cilegon region. From amount 25 factor (variable) is operational with the the following research method as follows: In take Sample conducted by using technique of quota sample, Scoring for respondents answer used the Likert scale, The data Analyzing data used Factor Analysis to reduce a number of accurate variable by joining it into some factor which its amount slimmer the than origin variable, To finding factors influencing consumer decision in chosening motorbike oil and what is difference which significant between type of consumer, writer use the Analysis Discriminant by using program SPSS 15.0 for Windows. With the above method, the explanation of the result of this research as the follows After computed by validity test obtained by 12 variable expressed valid that is: prima quality, competitive price, interesting promotion, good design product, complete product of motorbike oil, good service at the time of buying, direct present at the time of buying, toss present balloted periodically, good brand image, because have trusted (by generations), wide consumer oil, product information which up to date. After computed by Factor Analysis obtained by 10 factor (variables) formed by the name of (the following): competitive price, interesting promotion, good design product, complete product oil, good service at the time of buying, direct present at the time of buying, toss present balloted periodically, good brand image, because have trusted (by generations), wide consumer oil. The tenth factor have MSA number above 0.5. From ten accurate variable, with the process factoring can be reduced become three factor that is: Factor of perception of product and brand, present factor, factor of variation product, price and service. Based on tables of Wilks Lambda gyrating 0.849 up to 1, from column sig can be seen that three factor in chosening type of oil in the reality differ by significant.