The Effect Of Consumer Perception In Purchasing Decision At The Make Shift Coffee House In Bengkalis
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Institusion
Politeknik Negeri Bengkalis
Author
Yulmarlina, Bety
Subject
571 Manajemen
Datestamp
2021-09-11 12:47:58
Abstract :
This study aims to find out the effect of consumer perceptions on purchasing decisions at the make shift coffe house in Bengkalis. The independent variable consists of consumer perceptions and the variable is the purchase decision. The number of samples used in this study were 100 respondents using purposive random sampling method. The data was collected through a questionnaire. The method used to analyze and analyze data is descriptive statistics. The results of this study indicate that consumer perceptions have 3 indicators, from the three indicators have a high average score. There is one indicator that has a very high average score, that indicators that have an average score in the high category are 2 indicators, namely indicators of organization and interpretation. Based on table 4.7, the consumer perception variable obtained a grand mean of 4.20 in the high category. While the Purchasing decision variable has 4 indicators, the 4 indicators have a high average value. There is one indicator that has a very high average score, that indicator is emotional value. While the indicatore that have an average score in the high category are 3 indicators, namely indicator social value, quality value, and functional value. Based on table 4.8, the Purchasing decisison variable obtained a grand mean of 4.19 in the high category.
This study aims to find out the effect of consumer perceptions on purchasing decisions at the make shift coffe house in Bengkalis. The independent variable consists of consumer perceptions and the variable is the purchase decision. The number of samples used in this study were 100 respondents using purposive random sampling method. The data was collected through a questionnaire. The method used to analyze and analyze data is descriptive statistics. The results of this study indicate that consumer perceptions have 3 indicators, from the three indicators have a high average score. There is one indicator that has a very high average score, that indicators that have an average score in the high category are 2 indicators, namely indicators of organization and interpretation. Based on table 4.7, the consumer perception variable obtained a grand mean of 4.20 in the high category. While the Purchasing decision variable has 4 indicators, the 4 indicators have a high average value. There is one indicator that has a very high average score, that indicator is emotional value. While the indicatore that have an average score in the high category are 3 indicators, namely indicator social value, quality value, and functional value. Based on table 4.8, the Purchasing decisison variable obtained a grand mean of 4.19 in the high category.
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