Winanda, Ridho (2023) PENGARUH MOTIVASI KONSUMEN, PERSEPSI, DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE VIVO DI ERAFONE CIPUTRA WORLD SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The purpose of this study was to analyze the influence of consumer motivation, perception, and consumer attitudes on purchasing decisions for Vivo Smartphone products at Erafone Ciputra World Mall Surabaya. This research method uses quantitative research where the dependent variable is the purchase decision and the independent variable in this study is consumer motivation and perception. Sampling used a non-probability sampling method with purposive sampling technique and data analysis was carried out using the Partial Least Square (PLS) method. The results of the analysis of this study show that 1) Consumer motivation have a positive and significant impact on purchasing decisions for Vivo smartphones at Erafone Ciputra World Mall Surabaya, 2) Perception have a positive and significant impact on purchasing decisions for Vivo smartphones at Erafone Ciputra World Mall Surabaya, 3) Consumer Attitude have a positive and significant impact on purchasing decisions for Vivo smartphones at Erafone Ciputra World Mall Surabaya. Keywords: Consumer Motivation, Perception, Consumer Attitude, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ridho Ridho Winanda | ||||||||
| Date Deposited: | 24 Jan 2023 08:12 | ||||||||
| Last Modified: | 24 Jan 2023 08:12 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11416 |
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