ANALISIS PERILAKU KONSUMEN DALAM PEMBELIAN SEPEDA MOTOR YAMAHA MIO DI KOTA SURAKARTA

Within the community life are very hectic with daily activities, means of transportation becomes very important to support activities. The purpose of this research the title is “Analyze of Consumer Behavior On The Purchase of Yamaha Mio Motorcycle In Surakarta” is to test whether attitudes and subjective norms has got influence to purchase behaviour and whether subjective norms is the most significant variables to influence interests of people to buy motorcycle type Yamaha Mio in Surakarta. The sampling technique that will be used in this research is convenient sampling with 100 respondents of the questionnaire. These questionnaire are based on; attributes of buying price, selling price, quality of the engine, materials, fuel consumption, designs, colours, baggage space, spare parts availability, sales’ service offers, simplicity of usage, and weight of the motorcycle Yamaha Mio. The result of double linear regression analysis discovers that the value of attitude is 0.225, which means that when there is an increase on the variable of attitude, it is able to cause an increase on buying interest. The result of subjective norms’ analysis obtains values of 0.167, which means that is an increase on subjective norms, it is able to cause an increase on buying interest ceteris paribus. This result of F test with Fcount > Ftable (17.394 > 3.07), and probability value is 0.000 < 0.05 thus it can be concluded that the variable of attitude of subjective norms simultaneously has got a significant influence to interest of purchase capacity. There is a significant influence between positions (X1) to interest of buying motorcycle type Yamaha Mio within the citizens in Surakarta, this is based from “t” test result which is given by value of t count 3,107, hence second hypothesis approved. The existence of significant influence between subjective norms to interest of buying motorcycle type Yamaha Mio within citizens in Surakarta, for significant norms is obtained by value of t count 3,081, therefore subjective norms (X2) significantly influence the interest (Y), hence hypothesis third approved. Based on “t” test result, the actual known value of beta coefficient and value of tcount has a biggest position ( B = 0,303) from tcount subjective norm ( B = 0,300), it shows that this position has got dominantly a more greater effect on to interest compared to subjective norm. Hence, this research hypothesis four, is unprovable. Conclusion which can be taken, based on the result of knowable analysis of classic assumption is that in modeling regression in this research did not happened heteroskedastisity, there are no autocorrelation problem, and all research variable has a well spread data with a normal distribution causing this research, an internal regression model where there is no multikolinierity problem. Keyword : Attitude, Subjective Norm, and Interes