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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Anggita Rizki Defiani Hasibuan
Faculty of Economic and Business Universitas Sumatera Utara
Economics, Econometrics & Finance

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THE EFFECT OF CONSUMER PERCEPTIONS OF PRODUCTS AND MOTIVATION ON PURCHASE DECISIONS CANAKO RICE BOX WITH A LIFESTYLE AS A MODERATION VARIABLE Anggita Rizki Defiani Hasibuan; Arlina Nurbaity Lubis; Parapat Gultom
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.965

Abstract

This study aims to determine and analyze the influence of consumer perceptions of the product and motivation on purchasing decisions for canako rice boxes with lifestyle as a moderating variable. The population in this study is the people of Medan City with 6 sub-districts including the sub-districts of Medan Barat, Medan Baru, Medan Polonia, Medan Johor, Medan Kota, Medan Selayang. The reason for using only 6 Medan Districts is that in terms of the distance from the Canako Rice Box outlet to the 6 Districts it is not too far away. The sampling technique in this study was non-probability sampling as many as 138 respondents. The data analysis method uses Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results of the study show that consumer perceptions of products have a positive effect on purchasing decisions. Motivation influences and is significant on purchasing decisions. Lifestyle moderates consumer perceptions of products on purchasing decisions. Lifestyle moderates between motivation and purchasing decisions.
Co-Authors Arlina Nurbaity Lubis Parapat Gultom