PENGARUH MOTIVASI, HARGA, KUALITAS PRODUK, DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SAMSUNG DI MALANG PLAZA (STUDI KASUS DI COUNTER MALANG PLAZA)

Abstract

ABSTRACT

This study aims to determine the effect of motivation on Samsung purchasing decisions at Malang Plaza, prices on Samsung purchasing decisions at Malang Plaza, product quality on Samsung purchasing decisions at Malang Plaza, consumer attitudes, towards Samsung purchasing decisions at Malang Plaza. This research is a type of quantitative research. The research subjects used were as many as 90 respondents who had purchased Samsung mobile phones in Malang Plaza. Data collection method is done by using a questionnaire. The analytical method used is the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, coefficient of determination test, and hypothesis testing. The results showed that motivation influenced Samsung's purchasing decisions at Malang Plaza, prices affected Samsung's purchasing decisions at Malang Plaza, product quality affected Samsung's buying decisions at Malang Plaza, and consumer attitudes affected Samsung's purchasing decisions at Malang Plaza.

Keywords : motivation,  price, product quality, consumer attitudes, purchasing decisions