Analisis Pengaruh Motivasi Konsumen, Persepsi Harga dan Kepercayaan Merek Terhadap Keputusan Pembelian Sepeda Motor Yamaha(Kasus pada Pengguna Sepeda Motor Yamaha di Boyolali)

Mahendra, Adum and -, Nur Achmad, SE. MSI (2018) Analisis Pengaruh Motivasi Konsumen, Persepsi Harga dan Kepercayaan Merek Terhadap Keputusan Pembelian Sepeda Motor Yamaha(Kasus pada Pengguna Sepeda Motor Yamaha di Boyolali). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is to analyze the influence of consumer motivation, price perceptions, brand trust on the decision to purchase Yamaha Motorcycle users in Boyolali. The type of research is quantitative research, with a sample of 100 respondents. Sampling using convention-purposive sampling technique. Technique of collecting data of this research through questionnaire with skalla likert. The method of analysis used is the test of validity, reliability, classical assumption test, and multiple linear analysis. The result shows partially variable of consumer motivation, perception of price and brand trust have positive and significant influence to purchasing decision. In the coefficient of determination (R2) obtained 0,556 result means consumer motivation variable (X1), price perceptions (X2) and brand trust (X3) able to explain variation of purchasing decision variable (Y) of 0,556 or 55,6%, and the rest explained other variable which is not in the model. Brand trust variable dominantly influences to purchase decision with beta value (0,456) is bigger than consumer motivation variable (0,284) and brand trust variable (0,308).

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Motivation, Price Perception, Brand Trust And Purchase Decision.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADUM MAHENDRA
Date Deposited:	04 Jul 2018 06:19
Last Modified:	04 Jul 2018 06:19
URI:	http://eprints.ums.ac.id/id/eprint/63018

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