Analisis Hubungan Psikologis Konsumen terhadap Minat Beli pada Rumah Makan Selamat di Bukittinggi
Keywords:Psychological relationship, Motivation, Perception, Purchase intention
This research was conducted at the Selamat Bukittinggi Restaurant which has rendang food. This type of research is descriptive research that uses a quantitative approach. This study explains and describes the influence between the psychological variables of consumers as independent variables, on the variable of purchase intention as the dependent variable. The sample in this study was 100 respondents. The data analysis methods used in this study are validity test, reliability test, descriptive analysis, Spearman rank correlation analysis, and coefficient of determination test. The results found that all variables (motivation and perception) had a positive and significant effect on consumers' purchase intention. From the results of the Determinant Coefficient test, the R2 value of 0.504 means that the contribution of the motivation and perception variables to purchase intention is 50% while the remaining 50% is influenced by other variables not included in this study. The calculated z value is greater than the z table, indicating that there is a significant influence between motivation and perception on purchase intention.
Alma. (2016). Manajemen Pemasaran dan Manajemen Pemasaran Jasa. Bandung; Alfabeta.
Arikunto, (2013). Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Kotler, Philip and Gary Amstrong. (2018). Principles of Marketing. Edisi 15 Global Edition. Pearson
Kotler, Philip and Kevin Lane Keller, (2016). Marketing Management. Edisi 15. Global Edition. Pearson.
Limakrisna, Nandan, (2013). Manajemen Pemasaran: Teori Dan Aplikasi Dalam Bisnis. Surabaya; Mitra Wacana Media.
Simamora, H. (2014). Manajemen Sumber Daya Manusia. Edisi Ketiga. Yogyakarta; Sekolah Tinggi Ilmu Ekonomi YKPN.
Sugiyono. (2015). Metode Penelitian Bisnis. Bandung; Alfabeta.
Sugiyono. (2017). Metode Penelitian Bisnis Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Bandung; Alfabeta.
Swastha, Basu dan Irawan, (2013). Manajemen Pemasaran Modern. Yogyakarta; Liberty Offset.
Umar, Husein (2005). Riset Pemasaran & Perilaku Konsumen. Jakarta: PT Gramedia.
How to Cite
Copyright (c) 2021 Journal of Technopreneurship on Economics and Business Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.