PENGARUH PERSEPSI KUALITAS, MOTIF KOGNITIF, FUNGSI SIKAP DAN PROSES BELAJAR DENGAN VARIABELMODERASI LINGKUNGAN EKSTERNAL TERHADAP KEPUTUSAN PEMBELIAN MIE INSTANT PT INDOFOOD DI KEDIRI DAN TULUNGAGUNG

ALBANNA, ABDUL QOHHAAR (2016) PENGARUH PERSEPSI KUALITAS, MOTIF KOGNITIF, FUNGSI SIKAP DAN PROSES BELAJAR DENGAN VARIABELMODERASI LINGKUNGAN EKSTERNAL TERHADAP KEPUTUSAN PEMBELIAN MIE INSTANT PT INDOFOOD DI KEDIRI DAN TULUNGAGUNG. Masters thesis, STIE PERBANAS SURABAYA.

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Abstract

The movement of consumption behaviour in Indonesia from traditional buying to efficient and fast buying makes positive impact to instant noodle industries. Instant noodle is not just additional food but change to main food for daily consumption in Indonesia nowadays. The main purpose of this research is analyzing the effect of variable perception quality, kognition motive, behaviour function and learning process to buying decision process with external environment as moderation variable in Kediri and Tulungagung. Total population in this research is 493 consument who buy instant noodle in Kediri and Tulungagung at year 2015. Based on statistical process, show that perception quality, kognition motive, behaviour function and learning process have significant value under 0,05 which mean those variable have significant effect to decision buying process of instant noodle PT Indofood. Second process based on value at determination coeeficient show that decision buying process of instant noodle PT Indofood depends on perception quality, kognition motive, behaviour function and learning process about 76,7 percent, and 23,7% depends on other variable. At the next step which includes external environment as moderating variable, the statistical process shows that external environment has significant value over 0,05 which means external environment is not moderating variable. Kata Kunci : perception quality, kognition motive, behaviour function, learning process, decision buying process

Item Type: Thesis (Masters)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Magister of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 07 Sep 2017 06:37
Last Modified: 07 Sep 2017 06:37
URI: http://eprints.perbanas.ac.id/id/eprint/906

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