ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN
DALAM MENGGUNAKAN KARTU SIMPATI (Studi Pada Mahasiswa Universitas
This research is a research survey that is conducted to obtain the facts about the symptoms of
problems that arise. This study, entitled? Analysis of Factors Affecting Consumer Behavior
Using In Sympathy Cards (Studies in Student University of Malang).?.
The purpose of this research is investigating the effect of the marketing mix factors and personal
factors on consumer decisions to use sympathy card. And to know the marketing mix factors and
personal factors which most affect consumers in using the sympathy card.
The steps that must be done in this study to solve the problem is with the validity of the test
process, test reliability, and factor analysis. Factor analysis can be done through several steps:
Develop Correlation Matrix, Extraction Methods in Factor Analysis, Rotation Factor, an
Interpretation of Factors, Determining the accuracy or the Model Factor Analysis Model Fit.
The result using the factor analysis model is the variable chosen was extracted six factors that
influence the behavior of students in using the sympathy card. The sixth factor is the privilege
and the forms of sympathy, the availability of products and consumer lifestyles, their advantages
and availability of facilities, time of delivery of pulses, the distance counter with a residence, and
a strong signal. The sixth factor is the percentage of variance has a value> 1, then to the six
factors had influenced student behavior variables in a sympathy card.
Of the six factors, the factors that most strongly influence the features and form factor Sympathy
activities that have a special feature of the supporting factors, the price being offered is relatively
inexpensive, relatively low pulse rates, the ad stars, prizes or sweepstakes, followed SimPATI
zone to deliver a hobby, and follow SimPATI Zone to find entertainment. The result is proved by
eugenvalue value on these factors amounted to 3.566 with the percentage of variance 20.979
merupakana largest value compared to the other five factors.
Keyword : SimPATI Zone, analisis faktor, prosentase total variance, variable loading
Related Link : http://skripsi.umm.ac.id/files/disk1/209/jiptummpp-gdl-s1-2007-dianaastut-