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Terhadap Keputusan Pembelian Deodorant Rexona Pada Mahasiswa Fakultas Pertanian Universitas Sumatera Utara

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Terhadap Keputusan Pembelian Deodorant Rexona Pada Mahasiswa Fakultas Pertanian Universitas Sumatera Utara SKRIPSI PENGARUH MOTIVASI, PERSEPSI DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DEODORANT REXONA PADA MAHASISWA FAKULTAS PERTANIAN UNIVERSITAS SUMATERA UTARA OLEH ANINDYA PRATIWI NINGTYAS 150521075 PROGRAM STUDI S-1 MANAJEMEN EKSTENSI DEPARTEMEN MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SUMATERA UTARA MEDAN 2017 Universitas Sumatera Utara ABSTRAK PENGARUH MOTIVASI, PERSEPSI DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DEODORANT REXONA PADA MAHASISWA FAKULTAS PERTANIAN UNIVERSITAS SUMATERA UTARA Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh positif dan signifikan antara Motivasi terhadap keputusan pembelian deodorant Rexona pada Mahasiswa Fakultas Pertanian Universitas Sumatera Utara, apakah ada pengaruh positif dan signifikan antara Persepsi terhadap keputusan pembelian deodorant Rexona pada Mahasiswa Fakultas Pertanian Universitas Sumatera Utara, apakah ada pengaruh positif dan signifikan antara sikap konsumen terhadap keputusan pembelian deodorant Rexona pada Mahasiswa Fakultas Pertanian Universitas Sumatera Utara dan apakah motivasi, persepsi dan sikap konsumen berpengaruh secara simultan terhadap keputusan pembelian deodorant Rexona pada MahasiswaFakultas Pertanian Universitas Sumatera Utara. Metode penelitian yang digunakan adalah metode analisis deskriptif dan metode analisis regresi linier berganda. Sampel dalam penelitian ini adalah 100 responden Mahasiswa fakultas pertanian Universitas Sumatra Utara. Dengan menggunakan metode accidental sampling . Hasil Penelitian ini menunjukkan Motivasi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Persepsi berpengaruh positif dan signifikan terhadap Keputusan Pembelian dan Sikap Konsumen berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Motivasi, Persepsi, Sikap Konsumen dan Keputusan Pembelian. i Universitas Sumatera Utara ABSTRACT INFLUENCE MOTIVATION, PERCEPTION, AND CONSUMER ATTITUDES TOWARDS DECISION PURCHASE DEODORANT REXONA STUDENT FACULTY OF AGRICULTURE UNIVERSITY OF NORTH SUMATRA This study aims to determine whether there is a positive and significant influence between the motivation of decisions on the purchase of deodorant Rexona Student Faculty of Agriculture University of North Sumatra, whether there is a positive and significant influence between Perceptions of decisions on the purchase of deodorant Rexona Student Faculty of Agriculture University of North Sumatra, positive and significant between consumer attitudes toward the decision of purchase of Rexona deodorant to Student of Faculty of Agriculture University of North Sumatra and whether motivation, perception and attitude of consumer influence simultaneously to decision of Rexona deodorant purchase to student of Faculty of Agriculture University of North Sumatera.The research method used is descriptive analysis method and multiple linier regression analysis method. The sample in this research is 100 respondents of the Faculty of Agriculture students of North Sumatra University. By using accidental sampling method.The result of this research shows that the motivation has a positive and significant effect on Purchase Decision, Perception has positive and significant effect on Purchase Decision and Consumer Attitude has positive and significant effect on Purchase Decision. Keywords: Motivation, Perception, Consumer Attitudes and Decision Purchase. ii Universitas Sumatera Utara KATA PENGANTAR Dengan mengucapkan syukur kepada Allah Subhanahu Wa Ta’ala yang telah memberikan Hidayah-Nya, hingga peneliti dapat menyelesaikan skripsi yang berjudul “Pengaruh Lingkungan Keluarga dan Konsep Diri Terhadap Minat Berwirausaha pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara ” ini guna melengkapi tugas tugas serta memenuhi salah satu syarat untuk mencapai gelar sarjana pada Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Dalam penulisan skrispsi ini, peneliti banyak menerima bimbingan, saran, motivasi dan doa dari berbagai pihak. Terutama untuk kedua orangtua Ayahanda Nasip dan Ibunda Endang Listiyani yang tidak henti-hentinya memberikan dukungan moral dan materil, nasehat, serta doanya kepada peneliti. Pada kesempatan ini juga peneliti sertakan ucapan terima kasih yang sebesar-besarnya kepada: 1. Bapak Prof. Dr. Ramli, SE, MS, selaku Dekan Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. 2. Bapak Dr. Amlys Syahputra Silalahi, M.Si, Sekretaris Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. iii Universitas Sumatera Utara 3. Bapak Liasta Ginting, SE, MSi, selaku Dosen Pembimbing yang telah meluangkan waktunya dalam memberikan bimbingan, motivasi, arahan, saran, dan masukan selama penulisan skripsi ini. 4. Ibu Dr. Beby Karina Fawzeea S, SE, MM, selaku Dosen Penguji I yang turut meluangkan waktu dalam memberikan kritik, bimbingan, arahan, saran, dan masukan untuk penyempurnaan skripsi ini. 5. Ibu dra. Marhayanie, M.Si, selaku Dosen Penguji II yang turut meluangkan waktu dalam memberikan kritik, arahan, saran, dan masukan untuk penyempurnaan skripsi ini. 6. Seluruh Dosen dan Pegawai Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara untuk segala jasa-jasanya selama masa perkuliahan. 7. Adik peneliti yang tersayang Ichsan Bagas Prayoga yang selalu mendukung dalam penulisan skripsi ini. 8. Sahabat peneliti terdekat Dwi Retno Pratiwi, Dwi Juniary, Delvira Siregar, Muspta Sari, Rizky Fajar Lna, Meliza, Muhammad Arief, Alfifto, Ratna Sari Dewi, Atifah Junita, Riska Anggraini, dan Fitri Rambe. 9. Teman-teman peneliti di stambuk 2015 di konsentrasi Manajemen Pemasaran tidak dapat peneliti sebutkan satu persatu, terima kasih banyak atas perhatian dan dukungannya kepada peneliti selama menjalani perkuliahan maupun selama penulisan skripsi ini. Akhir kata peneliti berharap semoga skripsi ini bermanfaat bagi pembaca iv Universitas Sumatera Utara pada umumnya dan bermanfaat bagi peneliti khususnya. Medan, November 2017 Peneliti Anindya Pratiwi N. 150521075 v Universitas Sumatera Utara DAFTAR ISI Halaman ABSTRAK ............................................................................................... i ABTRACT................................................................................................. ii KATA PENGANTAR ............................................................................. iii DAFTAR ISI ............................................................................................ vi DAFTAR TABEL.................................................................................... ix DAFTAR GAMBAR ............................................................................... x DAFTAR LAMPIRAN ........................................................................... xi BAB I PENDAHULUAN ................................................................. 1 1.1 Latar Belakang .............................................................. 1 1.2 Perumusan Masalah ...................................................... 5 1.3 Tujuan Penelitian .......................................................... 6 1.4 Manfaat Penelitian ........................................................ 7 BAB II TINJAUAN PUSTAKA ...................................................... 8 2.1 Pemasaran ..................................................................... 8 2.1.1 Pemasaran ......................................................... 8 2.1.2 Perilaku Konsumen ........................................... 9 2.1.3 Variabel-Variabel dalam Mempelajari Perilaku Konsumen ........................................... 9 2.1.4 Faktor-Faktor yang Mempengaruhi Perilaku Konsumen ......................................................... 10 2.1.5 Motivasi ............................................................ 11 2.1.6 Teori Motivasi Kebutuhan Abraham Maslow .. 13 2.1.7 Hubungan Motivasi Konsumen dengan Keputusan Pembelian........................................ 15 2.1.8 Persepsi ............................................................. 16 2.1.9 Sikap Konsumen ............................................... 18 2.1.10 Keputusan Pembelian........................................ 24 2.1.11 Pengenalan Kebutuhan...................................... 25 2.2 Penelitian Terdahulu ..................................................... 29 2.3 Kerangka Konseptual .................................................... 30 2.4 Hipotesis ....................................................................... 32 BAB III METODE PENELITIAN .................................................... 34 3.1 Jenis Penelitian ............................................................. 34 3.2 Tempat dan Waktu Penelitian ....................................... 34 3.3 Batasan Operasional ..................................................... 34 3.4 Defenisi Operasional Variabel ...................................... 35 3.5 Skala Pengukuran Variabel ........................................... 36 3.6 Populasi dan Sampel ..................................................... 37 3.6.1 Populasi ............................................................. 37 3.6.2 Sampel............................................................... 47 3.7 Jenis dan Sumber Data .................................................. 38 vi Universitas Sumatera Utara 3.8 Metode Pengumpulan Data ........................................... 39 3.9 Uji Validitas dan Reabilitas .......................................... 39 3.9.1 Uji Validitas ...................................................... 39 3.9.2 Uji Reabilitas ...................................................
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