THE INFLUENCE OF CONSUMER MOTIVATION, CONSUMER PERCEPTION, CONSUMER ATTITUDES AND CONSUMER LEARNING ON PURCHASING DECISIONS AT BANJARAN PERMAI SUPERMARKETS

Abstract

This study aims 1) To determine whether consumer motivation hass an effaect on purchasing decisions at the Banjaran Permai supermarket. 2) To find out whether consumer perceptions affect purchasing decisions at the Bajan Permai supermarket. 3) To find out whether consumer attitudes affect purchasing decisions at Banjaran Permai supermarkets. 4) To find out whetther consumer learning has an effaect on purchasing decisions at the Banjaran Permai supermarket. 5) To find out whether consumer motivation, consumer perception, consumer attitudes and consumer learning have a simultaneous effect on purchasing decisions at Banjaran Permai supermarkets. Data collection techniques used in this study using a questionnaire. The data analysiis technique used is the successsive interval (MSI) methood, classical assumption test, multiple linear regression analysis, coefficient of determination analysis, and significance test. The conclusiions of this study are 1) consumer motivation has an effect on purchasing decisions at Banjaran Permai supermarkets as evidenced by the partial test calculation (t test) obtained sig = 0.000 < = 0.05. 2) Consumer perceptions affect purchasing decisions at Banjaran Permai supermarkets as evidenced by the partial test calculation (t test) obtained sig = 0.006 < = 0.05. 3) Consumer attitudes have an effect on purchasing decisions at Banjaran Permai supermarkets as evidenced by the calculation of the partial test (t test) the value of sig = 0.000 < = 0.05. 4) Consumer learning has an effect on purchasing decisions at the Banjaran Permai supermarket as evidenced by the calculation of the partial test (t test) obtained sig = 0.019 < = 0.05. 5) Consumer motivation, consumer perceptions, consumer attitudes, and consumer learning have an effect on purchasing decisions at the Banjaran Permai
supermarket, as evidenced by the simultaneous test calculation (Test F)) the value of sig = 0.000 < = 0.05.