Pengaruh Faktor Pribadi dan Motivasi Terhadap Keputusan Pembelian Produk pada Keude Kupie Ulee Kareng Jl.Dr Mansyur Medan

Abstract

This study aims to identify and analyze the influence of personal factors and motivation on product purchasing decisions on consumers in Keude Kupie Ulee Kareng Medan. This research was conducted on consumers Keude kupie Ulee Kareng terrain making purchasing decisions and set the number of samples as many as 65 respondents using purposive sampling method. Hypothesis testing using descriptive analysis, statistical analysis method that consists of multiple linear regression analysis, significant testing simultaneously (Test f), partial significance test (t-test), and testing the coefficient of determination . The research result shows that work simultaneously, economic circumstances, lifestyle, personality and motivation affect positively and significantly on Consumer Purchasing decision. The results show that partial employment, economic circumstances, lifestyle, and personality influence on purchase decisions, while the motivation variable positive and significant impact on consumer purchasing decisions. Value Adjusted R Square = 0.337 means that 33.7% of factors - factors of consumer purchasing decisions can be explained by the independent variables (employment, purchasing products on consumers in Keude kupie Ulee Kareng Medan. Figures R Square of 0.388 indicates that 38.8% of consumer purchasing decisions can be explained by the variable occupation, economic circumstances, lifestyle, personality and motivation while the remaining 61.2% is explained by other variables outside variables used in this study.