PENGARUH PERSEPSI KONSUMEN TERHADAP KEPUTUSAN MENGGADAIKAN BARANG PADA PT. PEGADAIAN CABANG KAMPUNG MANGGIS JAMBI

Elza Dwi Safitri, Elza Dwi Safitri (2022) PENGARUH PERSEPSI KONSUMEN TERHADAP KEPUTUSAN MENGGADAIKAN BARANG PADA PT. PEGADAIAN CABANG KAMPUNG MANGGIS JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Elza Dwi Safitri / 1800861201222 / Faculty Of Economics / Management / 2022 / Effect Of Consumer Perceptions On The Decision To Pawn Goods At PT. Pegadaian Kampung Manggis Jambi Branch / 1 st Supervisor Pupu Sopini, S.E., M.M / 2 nd Supervisor Riko Mappadeceng, S.E., M.M. This study aims to measure the effect of consumer perceptions on the decision to pawn goods at PT. Pegadaian Kampung Manggis Jambi Branch. This study also aims to determine whether there is an effect of consumer perceptions on the decision on the decision to pawn goods at PT. Pegadaian Kampung Manggis Jambi Branch. Consumer perception is the process by which we select, organize and interpret information inputs to create a meaningful picture of the world. Purchasing decision is an integration process that is used to combine knowledge to evaluate two or more alternative behaviors and choose one of them. This research uses descriptive quantitative method with simple linear regression analysis method, t test, correlation test, coefficient of determination, and assisted by SPSS program. The types of data used in this study are primary data and secondary data, and the data were obtained through distributing questionnaire using google forms as aquestionnaire tool and studying literature related to research. The result of simple linear regression analysis Y = 0,810+0,793X in the partial test, the consumer perpceptions value is 0.000 which is smaller than the significance level of 0.05, meaning that consumer perceptions has an effect on purchasing decisions. The magnitude of the influence of consumer perceptions on purchasing decisions and the result is 0,627. From the results of the regression coefficient, the effect is 62.7%, while the remaining 37.3% is influenced by other variables outside of this study. And it can be concluded based on statistical tests through tcount > ttable with tcount 12.845 while ttable 1.984, so Ho is rejected, Ha is accepted, there is a significant effect between consumer perceptions variables on purchasing decisions. Because in this study consumer perception partially have asignificant effect on purchasing decisions, so consumer perceptions must be considered and improved. Keywords; consumer perceptions, purchase decisions.

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