PENGARUH MOTIVASI, PERSEPSI DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MINUMAN ISOTONIK MIZONE (STUDI KASUS PADA MAHASISWA FAKULTAS MIPA UNS)

DHOFAR, ILA UBAIDILLAH (2013) PENGARUH MOTIVASI, PERSEPSI DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MINUMAN ISOTONIK MIZONE (STUDI KASUS PADA MAHASISWA FAKULTAS MIPA UNS). Other thesis, Universitas Sebelas Maret.

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    Abstract

    The competition between isotonic drink producer in Indonesia within producing and marketing is a reason as the background of this research. Isotonic drink with electrolyte substitutes the lost body liquid because of many activities. This research aims to examine how the influence of motivation, perception and attitudes on buying decision of Mizone isotonic drink to students of Science Faculty of Sebelas Maret University. The method of this study is descriptive non experimental is collected using survey method. Data collecting technique uses primary data with questionnaires distribution at 130 respondents. The object of this research is the consumers of Mizone especially the students of Science Faculty of Sebelas Maret University. The sampling technique used was accidental sampling. The data is then being analyzed using multiple linear regressions. Analytical instruments used are validity, reliability, classic assumption and multiple linier regression experiments. The processed data using SPSS 16.0 for Windows. The sampling technique used was accidental sampling. The data is then being analyzed using multiple linear regressions. Based on the result of the study, it can be concluded that partially there is a significant positive correlation between consumer motivation and behavior toward purchase decision of Mizone isotonic drink. The results show that the motivation significance is 0,013 and behavior significance is 0,000 (Sig. < 0, 05). Furthermore, there is a positive correlation between consumer motivation, perception simultaneously and behavior toward purchase decision of Mizone isotonic drink. The result of significant is 0,000 < 0, 05. Keywords: Motivation, Perception, Attitudes, Purchase decision

    Item Type: Thesis (Other)
    Subjects: Q Science > Q Science (General)
    Divisions: Fakultas Matematika dan Ilmu Pengetahuan Alam
    Depositing User: Prima Adi Pradana
    Date Deposited: 13 May 2014 21:02
    Last Modified: 13 May 2014 21:02
    URI: https://eprints.uns.ac.id/id/eprint/16206

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