BEKERJANYA EFEK KUALITAS PRODUK, PERSEPSI HARGA DAN DESAIN PRODUK PADA SIKAP DAN NIAT BELI KONSUMEN

Abstract

ABSTRACT

Purchasing something is usually not impulsive. It relates to such consideration of attributes. An attribute which supposedly gets more competitive than others, is commonly taken into account. It implicitly induces a favorable attitude. While a purchase is frequently preceded by an intention to buy, it is developed by a favorable attitude beforehand (Fishbein & Ajzen, 1975;, 1991). What factors can generate a favorable attitude? How? The answer is inevitably the aim of the study, particularly the contribution of product quality, price perception and design. Data submitted by questioners from those who buy and benefit from Honda motorbike. Samples are drawn through purposive sampling, especially those who buy the motorbike on/after 2010 and at least 17 years old. Data analyzed by regression, which its results are as follows, whether product quality, or price perception, or design has significant influence on attitude. The attitude itself has also significant effect on purchasing intention.

Keywords: product quality, price perception, design, attitude, purchasing intention.