The Effect Of Price And Consumer Motivation On Purchase Decisions At Thamrin Restaurant In Sibolga City
DOI:
https://doi.org/10.65990/czp79h12Keywords:
Price, Consumer Motivation, Purchase Decision, Restaurant, SibolgaAbstract
This study aims to analyze the effect of price and consumer motivation on purchase decisions at Thamrin Restaurant in Sibolga City, both partially and simultaneously. This study employed a quantitative approach using a descriptive-associative method. The population consisted of 630 consumers of Thamrin Restaurant in Sibolga City, with a sample of 63 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results showed that price had a positive and moderate relationship with purchase decisions, with a correlation coefficient of 0.501, while consumer motivation had a positive and low relationship with purchase decisions, with a correlation coefficient of 0.326. The multiple linear regression equation obtained was Y = 16.413 + 0.556X₁ − 0.016X₂. Partially, price had a positive and significant effect on purchase decisions, with a t-value of 3.410 and a significance level of 0.001. Meanwhile, consumer motivation had a negative but insignificant effect on purchase decisions, with a t-value of −0.113 and a significance level of 0.910. Simultaneously, price and consumer motivation had a significant effect on purchase decisions, as indicated by an F-value of 10.059 with a significance level of 0.000. The coefficient of determination (R²) of 0.251 indicates that price and consumer motivation explained 25.1% of the variation in purchase decisions, while the remaining 74.9% was influenced by other factors outside the research model.
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