Pengaruh Persepsi, Motivasi dan Sikap Konsumen Terhadap Keputusan Pembelian Kuota Smartfren (Studi Kasus di Desa Wotgalih Kecamatan Yosowilngun)

Abstract

Smartfren is one of the names of cellular data cards that has a company name namely PT Smarftren Telecom Tbk. This company provides the first commercial 4G LTE Advanced service in Indonesia. The problem in this research is whether there is a positive and significant influence on consumers' perceptions, motivations and attitudes towards the Smartfren Quota purchase decision. This research is a quantitative study by looking for causal associative relationships. The population in this study amounted to 100. The sample in this study amounted to 80 respondents using a questionnaire. The data analysis step is from the instrument test, the classic assumption test and the statistical test. The results of the study and partially shows that there is a positive and significant influence on consumers' perceptions of purchasing decisions, negative and insignificant influence of consumer motivation on purchasing decisions, and there is a positive and significant influence of consumer attitudes toward purchase decisions with a coefficient of determination (R Square) of 0.493 which shows that 49.3% of purchasing decisions are influenced by consumers' perceptions, motivations and attitudes while the rest 50.7% of purchasing decisions are influenced by other variables not examined in this study. . The limitation of this study is that researchers only use the variables of perception, motivation and consumer attitudes as factors that influence purchasing decisions, while other variables that can influence purchasing decisions are expected to be investigated by researchers later in different periods and internet services.