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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan
Keren, Keren
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Ilmiah Manajemen Kesatuan

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Pengaruh Motivasi, Budaya, dan Sikap Konsumen Terhadap Keputusan Pembelian Produk Indomie Keren, Keren; Sulistiono, Sulistiono
Jurnal Ilmiah Manajemen Kesatuan Vol 7 No 3 (2019): JIMKES Edisi Desember 2019
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (378.176 KB) | DOI: 10.37641/jimkes.v7i3.284

Abstract

Consumption of instant noodle products in Indonesia is quite high. Especially the Indomie instant noodle which is the market leader in the Indonesian instant noodle product market. In purchasing products, consumers are influenced by three factors, namely motivation, culture, and consumer attitudes. This research is a survey research with data collection method through interviews using a questionnaire instrument to 100 respondents in the Bogor city. Based on the analysis of the data obtained, it is known that of the three variables studied, Consumer Attitude is the most influential variable on the Purchase Decision of Indomie brand instant noodle products because it has the greatest beta value among the other variables. From the partial test results (t and F test) it can be obtained that the three exogeneus variables (Consumer Motivation, Culture, and Consumer Attitudes) have the same strong and positive influence simultaneously on the Purchase Decision of Indomie brand instant noodle products.
Co-Authors Angga Sulistiono Grace, Grace Sari, Ike Rukmana Siahaan, Belthasar Trito Stevani, Stevani