PENGARUH MOTIVASI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SAMSUNG GALAXY SMARTPHONE (Studi Pada Mahasiswa/i Administrasi Bisnis Politeknik Negeri Sriwijaya)
Daftar Isi:
- This Purpose of final report is to know about the influence of consumer motivation to the purchasing decision of Samsung Galaxy Smartphone (case study on Business Administration student State Polytechnic of Sriwijaya). The aim of this final report is to know which variables are most dominant in affecting consumer purchasing decision. Data was collected from questionnaire to 101 respondents, then the data analysis by using Slovin theory and prepare by using double linier regression formula, correlation and determination coefficient. The results showed that the coefficient of determination (R-square) was 32,9% and 67,1% and those were influenced by other variables not mentioned in this final report. T-test shows that the dominant variable is emotional motivation, but the rational motivation variable is also affect consumer decisions. The results of this analysis suggest that the company should be trying even harder to increase consumer motivation is to motivate rational and emotional. So, it will influence the consumer to buying the Samsung Galaxy Smartphone, consumer will also get satisfaction and certainly will give more profit for the company as well.