Analisis Credibility dan Attraction Keputusan Konsumen Dalam Memilih Sanggar Tari Srijayanasa Dance School Sumatera Selatan - Dian Novita Sari; Reva Maria Valianti; Reina Damayanti (Universitas PGRI Palembang, 2021)
ABSTRACT The method used in this research is quantitative. The sample of this study were students or consumers at the Srijayanasa Dance School Studio, totaling 65 respondents. Data collected using a questionnaire / questionnaire. The data analysis technique used is multiple linear regression analysis, coefficient of determination, t test and F test using SPSS for windows version 24. Multiple linear regression based on the results of Y = 6,295 + 1,043 X1 - 0,119 X2 + e, the coefficient of determination R Square (R2) is 0.964 or 96.4% while the rest has not been studied, based on the t test, it is found that the credibility of consumer decisions is significant at 0.000 <0 , 05, meaning that H0 is rejected Ha is accepted, so it can be concluded that there is a significant influence between Credibility (X1) on Consumer Decisions (Y). Based on the t test, it was found that the insignificant value between attraction to consumer decision was 0.000 <0.05, meaning that H0 was accepted by Ha was rejected, so it could be concluded that there was no significant effect between Attraction (X2) and Consumer Decision (Y). Based on the F test in the table above, it shows a significant value of 0.000 <0.05. This means that Ho is rejected Ha accepted. So it can be concluded that there is a significant influence between Credibility (X1) and Attraction (X2) on Consumer Decision (Y) at the Srijayanasa Dance School Studio. Keywords: Credibility, Attraction and Consumer Decisions. ABSTRAK Metode yang digunakan dalam penelitian ini adalah kuantitatif. Sampel dari penelitian ini adalah siswa atau konsumen di Sanggar Tari Srijayanasa Dance School yang berjumlah 65 responden. Data yang dikumpulkan dengan menggunakan angket/kuesioner. Teknik analisis data yang digunakan adalah analisis regresi linear berganda, koefisien determinasi, uji t dan uji F dengan menggunakan program SPSS for windows versi 24. Regresi linear berganda berdasarkan hasil Y = 6.295 + 1.043 X1 – 0,119 X2 + e, Koefisien determinasi R Square (R2) sebesar 0,964 atau 96,4% sedangkan sisanya belum diteliti, berdasarkan uji t diperoleh signifikan antara Credibility terhadap Keputusan Konsumen sebesar 0,000 < 0,05, artinya H0 ditolak Ha diterima, sehingga dapat disimpulkan bahwa terdapat pengaruh signifikan antara Credibility (X1) terhadap Keputusan Konsumen (Y). Berdasarkan uji t diperoleh nilai yang tidak signifikan antaraAttraction terhadap Keputusan Konsumen sebesar 0,000 < 0,05 artinya H0 diterima Ha ditolak, sehingga dapat disimpulkan bahwa tidak terdapat pengaruh signifikan antara Attraction (X2) terhadap Keputusan Konsumen (Y). Berdasarkan uji F pada tabel diatas menunjukkan nilai signifikan sebesar 0,000 < 0,05. Artinya Ho ditolak Ha diterima. Sehingga dapat disimpulkan bahwa terdapat pengaruh yang signifikan antara Credibility (X1) dan Attraction (X2) terhadap Keputusan Konsumen (Y) pada Sanggar Tari Srijayanasa Dance School. Kata Kunci : Credibility, Attraction dan Keputusan Konsumen.