Pengaruh Persepsi Konsumen Atas Produk dan Motivasi terhadap Keputusan Pembelian Canako Rice Box dengan Gaya Hidup sebagai Variabel Moderasi

Abstract

Currently in the city of Medan many people open a rice box business. One of the rice box businesses in Medan City is Canako Rice Box. This study aims to determine and analyze the influence of consumer perceptions of the product and motivation on purchasing decisions canako rice box 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 otlet 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. Moderating lifestyle strengthens the influence of consumer perceptions of products on purchasing decisions. Moderating lifestyle strengthens the influence of motivation on purchasing decisions.