PENGARUH MOTIVASI, PERSEPSI DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MINUMAN KEMASAN MEREK “TEH PUCUK HARUM” (Studi Pada Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Diponegoro di Semarang)

Abstract

This study aims to analyze how motivation, perception and attitudes of consumers influence purchasing decision. The sampling technique used accidental sampling method. The samples in this study were students of Economics and Business Faculty of Diponegoro University who consume fragrant tea on campus. The study used linear regression analysis. The result of this study indicate consumer attitude has the greatest influence while motivation has medium influence and perception has no significant influence on purchasing decision. The adjusted R Square of 0.169 indicates that 16.9 per cent of the purchasing decision variable could be explained by the three independent variables in the regression equation. While the rest is explained by other variables outside the three variables used in the study