Pengaruh Persepsi Konsumen dan Motivasi Konsumen Terhadap Keputusan Pembelian Kartu Perdana IM3

  • Muhamad Fajar Maulana Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
  • Nawangsih Nawangsih Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
  • Riza Bahtiar Sulistyan Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
Keywords: Consumer Perceptions, Consumer Motivation, Decision Purchase

Abstract

Today's telecommunications network is a wide range of products, such as IM3. IM3 is the second largest telecommunication network after Telkomsel. The problem in this study is whether there is a significant influence of consumer perception on purchasing decisions, whether there is a significant influence of consumer motivation on purchasing decisions, whether there is a significant influence of consumer perceptions and consumer motivation on purchasing decisions simultaneously. this study is quantitative research by finding associative associations that are causal. The population in this study amounted to 750. The sample in this study amounted to 45 by using Simple Random Sampling. Data collection techniques in this study used a questionnaire. The results of testing the first hypothesis shows that there is a variable effect on consumer perceptions of purchasing decisions. Second, there is no influence of consumer motivation variable to purchase decision. The third shows the influence of consumer perception variables and consumer motivation simultaneously on purchasing decisions. Multiple linear regression function yielded Y = 13.430 + 0,359X1 + 0,318X2 with coefficient of determination equal to 18,6%, while the rest is 81,4% purchasing decision influenced by other variable not examined in this research. Limitations of this study are only consumer perceptions and consumer motivation as factors that influence purchasing decisions, while other variables that can influence purchasing decisions are expected to be investigated by subsequent researchers in different periods and internet services.

Published
2019-03-04
Section
Articles