PENGARUH MOTIVASI, PERSEPSI DAN PEMBELAJARAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN CAVIPLEX KAPLET (Studi Pembelian Caviplex Kaplet Di Apotek Gombel Kota Semarang)

Novitasari, Riska Dwi (2023) PENGARUH MOTIVASI, PERSEPSI DAN PEMBELAJARAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN CAVIPLEX KAPLET (Studi Pembelian Caviplex Kaplet Di Apotek Gombel Kota Semarang). Sarjana / Sarjana Terapan (S1/D4) thesis, Universitas Muhammadiyah Semarang.

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Abstract

The government urges the public to increase their immune system and maintain their health, so this will greatly affect the sale of multivitamins and medicines, one of which is Caviplex Caplet. The existence of this phenomenon encourages researchers to conduct research with the title "The Influence of Motivation, Perception and Consumer Learning on the Purchase Decision of Caviplex Caplets (Study of Purchasing Caviplex Caplets at Gombel Pharmacy, Semarang City). The purpose of this study was to test the hypothesis whether Motivation (X1), Perception (X2), Consumer Learning (X3) partially and simultaneously have a positive effect on the purchasing decision of Caviplek Caplet. The population in this study was 1300 customers while the sample was calculated using the Slovin formula as many as 100 respondents. The sampling technique used is accidental sampling, which is the method of determining the sample based on chance, anyone who happens to meet a researcher who is deemed suitable as a data source. This research was conducted for one month starting from May 24 to June 24 2022 located at Apotek Gombel. This study uses multiple linear regression analysis. The results of the multiple regression equation are Y = 5.846 + 0.239 X1 + 0.178 X2 + 0.320 X3 + e. The results of the t-test for this research are the tcount > ttable Motivation (X1), which is 2.306 > 1.660 and the significance value is 0.023 <0.05. The value of tcount > ttable of perception (X2) is 3.352 > 1.660 and the significance value is 0.130 > 0.05. The value of tcount > ttable of Consumer Learning (X3) is 2.887 > 1.660 and the significance value is 0.001 < 0.05. Then X1, X3 partially positive and significant effect on purchasing decisions and X2 partially positive and insignificant effect on purchasing decisions. The results of the F test in this study are Fcount > Ftable (42,425 > 2,46) and the probability value < significant value (0.000≤0.05). So X1, X2, X3 simultaneously have a positive and significant effect on the Caviplex Caplet Purchase Decision at the Gombel Pharmacy, Semarang City. The value of R square is 0.570. This means that 57.0% of the purchasing decision variables can be explained by the variables of consumer motivation, perception, and learning while the remaining 43.0% is explained by other variables not proposed in this study such as Product Image, Promotion, Product Quality, etc. Keywords: Motivation, Perception, Learning, Decision, Purchase

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