PENGARUH MOTIVASI, PERSEPSI DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK SAMSUNG (Studi Kasus di Forza Cell 2 Jl. Suropati No 196 Bululawang)

Abstract

ABTRACK

            Communication is the process of providing information and how all people interpret it. The purpose of this study is clarify and analyze consumer motivation, perceptions and attitudes as part of the decision to buy a Samsung smartphone. To find out and analyze consumer motivation, perceptions and attitudes as well as for Samsung smartphone brand purchase decisions. The number of samples used were 71 respondents taken from paid sales for 3 months. his research this type of explanatory research using a quantitative approach. Explanatory research is a method which describes position of  variable being studied and the effect of one variable on other variables where this method is used - random sampling. Random sampling is a method of sampling based on chance, that is, anyone who accidentally meets a researcher, if he or she is considered a suitable source of data, can be sampled. Data from respondents' responses were then analyzed us descriptive statistics and multiple linear regression analysis. then the motivation of perceptions and attitudes of board members have a positive effect on purchasing decisions.

Keywords :  motivation,  perceptions,  of consumer attitudes,  purchasing decisions