Pengaruh Persepsi Konsumen Dan Motivasi Konsumen Terhadap Keputusan Pembelian Kartu Indosat Ooredoo (Studi Kasus Masyarakat Harjosari 1 Kec. Medan Amplas)

Abstract

The purpose of this study was to determine how much influence consumer perception and consumer motivation simultaneously on purchasing decisions of Indosat Ooredoo cards. This study uses a quantitative approach which is carried out by testing research variables through the formation of an analytical model with statistical procedures which are then taken as a basis for interpretation of conclusions. The population in this research is the entire community in Harjosari 1 as many as 1085 people with a sample = 100 people. The instrument in this study was a questionnaire or questionnaire. The data analysis technique used in this research is multiple linear regression analysis. Based on the results of the t-test calculation, it is known that the consumer perception variable obtained tcount > ttable (6.560> 1.985) with a significant 0.00 < 0.05. This proves that consumer perceptions have a significant effect on purchasing decisions. The variable of consumer motivation obtained tcount > ttable (2,368 > 1,985) with a significance of 0.02 < 0.05. This proves that consumer motivation has a significant effect on purchasing decisions. Based on the results of the simultaneous test (F test) obtained Fcount > Ftable (44.199 > 3.09) with a sig level of 0.000 > 0.05. This shows that the variables of consumer perception and consumer motivation simultaneously have a positive and significant effect on the purchasing decision variables. Based on the results of the coefficient of determination, it is known that the R square value is 0.577. This means that the influence of consumer perceptions and consumer motivation on purchasing decisions is 57.7%, while the remaining 42.3% is influenced by other variables not included in this study.