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Amerlita Sari Tamubae
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

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Motivasi dan Sikap Konsumen terhadap Keputusan Pembelian Mobil Daihatsu Sigra Amerlita Sari Tamubae; William A. Areros; Ventje Tatimu
Productivity Vol 1 No 5 (2020): Additional Issue
Publisher : Program Studi Administrasi Bisnis

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Abstract

The purpose of this study was to determine the effect of motivation and consumer attitudes towards consumer purchasing decisions of Daihatsu Sigra brand cars at PT. Astra Daihatsu Malalayang. This research is an associative approach with a quantitative approach. The sample is consumers who use a Daihatsu Sigra car in Manado. The sample used was 93 consumers. The data analysis used is multiple linear regression with SPSS version 25. The results of this study indicate that the consumer motivation variable has a positive and significant effect on the decision to buy a Daihatsu Sigra car at PT. Astra Daihatsu Malalayang. Meanwhile, the consumer attitude variable has no positive effect on purchasing decisions for Daihatsu Sigra cars at PT. Astra Daihatsu Malalayang. And motivation and consumer attitudes simultaneously influence the decision to purchase a Daihatsu Sigra car at PT. Astra Daihatsu Malalayang with the value of the fcount greater than the table.
Co-Authors Ventje Tatimu William A. Areros