Analysis Motivasi Konsumen, Persepsi Kualitas dan Sikap Konsumen terhadap Keputusan Pembelian Sepeda Motor
DOI:
https://doi.org/10.30737/risk.v1i1.1390Abstract
Penelitian ini dilakukan untuk memberikan pengetahuan tentang pengaruh yang dapat ditimbulkan oleh adanya motivasi pada konsumen, persepsi kualitas barang, dan sikap konsumen terhadap keputusan yang diambil oleh konsumen mengenai pembelian kendaraan bermotor dengan merek Honda di Indonesia. Kota Kediri. Di tengah semakin ketatnya persaingan pembelian sepeda motor di masyarakat saat ini, motivasi yang ada pada konsumen, persepsi tentang kualitas barang, dan sikap yang ditunjukkan konsumen sangat mempengaruhi pengambilan keputusan pembelian produk. Dalam penelitian ini populasi yang diteliti adalah konsumen kendaraan bermotor roda dua Honda di Kota Kediri dengan jumlah sampel 100 orang. Dan penelitian ini menggunakan metode kuantitatif. Tiga hipotesis diuji dengan menggunakan Analisis Regresi. Hasil penelitian menunjukkan bahwa terdapat hubungan yang signifikan antara motivasi konsumen, persepsi tentang kualitas barang, dan sikap konsumen, dengan keputusan pembelian. Jika dibandingkan dengan persepsi kualitas dan sikap konsumen, motivasi atau dorongan pada konsumen memberikan pengaruh yang lebih besar terhadap keputusan pembelian.References
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