PENGARUH PERSEPSI DAN MOTIVASI KONSUMEN TERHADAP PEMBELIAN MAKANAN CEPAT SAJI BERLABEL HALAL DI KOTA JAMBI (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN STS Jambi)

MEGA SILVIA, EES 160473 and Sucipto, Sucipto and Orinaldi, Mohammad (2020) PENGARUH PERSEPSI DAN MOTIVASI KONSUMEN TERHADAP PEMBELIAN MAKANAN CEPAT SAJI BERLABEL HALAL DI KOTA JAMBI (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN STS Jambi). Skripsi thesis, UIN Sulthan Thaha Saifuddin Jambi.

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Abstract

This thesis aims to uncover the influence of consumers' perceptions and motivations on the purchase of halal-labeled fast food in Jambi City (Case Study of the Faculty of Economics and Islamic Business of UIN STS Jambi). This thesis uses a quantitative approach using partial regression statistical analysis methods partially and simultaneously with sample totaling 87 students. Research conducted obtained the following results and conclusions: Partially independent variables Consumer Perception (X1) and Consumer Motivation (X2) affect the Purchasing Decision (Y). The results of partial calculation of the independent variables Consumer Perception (X1) and Consumer Motivation (X2) affect the Purchasing Decision (Y). Because the results of the calculation of Consumer Perception (X1) value of t arithmetic greater than t table is (3,926> 2,120) and a significance value of 0,000 <0.05 then Ho is rejected and Ha is accepted because fast food restaurants have different interior designs with restaurants in the vicinity, the location of fast food is neat and attractive and the restaurant serves a clean and free from noise. In addition, Fast Food Restaurant employees behave friendly towards each customer swhen interacting politely and politely and the results of the calculation of Consumer Motivation (X2) value of t is greater than t table (4.468> 2.120) and a significance value of 0.000 <0.05 then Ho is rejected and Ha is accepted because the price is affordable and the food is fast food for personal consumption or given to others. In addition, consumers also buy fast food that suits their needs and the food that is served is fast and complete and varied and fast food is more attractive for consumption because it is labeled as halal as recommended by Islamic law. Simultaneously (F test) shows that F count (19,753)> F table (3,10) and significant value (0,000) <a (0.05), then Ho is rejected and Ha is accepted, meaning that Consumer Perception (X1) and Consumer Motivation (X2) jointly or simultaneously influences the Purchasing Decision of the Faculty of Economics and Islamic Business students of UIN STS Jambi who make fast food purchases at Halal Labeled Restaurants in 2019.

Item Type: Thesis (Skripsi)
Keywords / Katakunci: Persepsi, Motivasi, Keputusan Pembelian
Subjects: 000 Karya Umum
300 Ilmu Sosial > 330 Ilmu Ekonomi
Divisions: Fakultas Ekonomi dan Bisnis Islam
Depositing User: Fakultas Ekonomi dan Bisnis Islam
Date Deposited: 24 Jul 2020 02:00
Last Modified: 24 Jul 2020 02:00
URI: http://repository.uinjambi.ac.id/id/eprint/4224

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