ANALISIS PENGARUH MOTIVASI KONSUMEN, PERSEPSI KUALITAS, DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PC TABLET iPad (Studi Pada Konsumen iPad di Semarang)

Abstract

This research was based by the increasing number of PC Tablet on the market. One of them is iPad. Where is iPad always been a market leader since its first launch in 2010, although the number of competitor always rise. The aim of the research is to analyze the influence of consumer motivation, perceived quality, and consumer attitudes toward buying decision of the PC Tablet iPad. After reviewing the literature and formulation of hypotheses, data collected through quantitative and qualitative methods with techniques of questionnaires and interviews of 100 respondents of PC Tablet iPad consumer. Three hypotheses are formulated and tested using regression analysis. While the qualitative analysis was taken from the interpretation of data by giving a description and explanation. The result shows that consumers motivation, perceived quality, and consumer attitudes have significant relationship with buying decision. Perceived quality has higher influences for buying decisions than perceived quality and consumer attitudes.