Research Paper
Year: 2019 | Month: July | Volume: 6 | Issue: 7 | Pages: 242-252
The Influence of Consumer Motivation, Consumer Personality, and Consumer Perception of Consumer Decisions in Using Laundry Services
Achiruddin Siregar1, Dra. Tulus Rohana2, Budi Hartoyo3
1,3Department of Management, STIE ITMI Medan North Sumatera, Indonesia
2Department of Management, STIM SUKMA Medan North Sumatera, Indonesia
Corresponding Author: Achiruddin Siregar
ABSTRACT
This study aims to determine the effect of motivation, personality and consumer perceptions of consumer decisions using laundry services. The data used are primary data and secondary data. Primary data obtained from the results of filling out questionnaires and secondary data obtained from the results of documentation studies of literature books, journals and internet pages. The population in this study was the people of Medan Selayang District who used Laundry Kilo services with an unknown population. The number of samples is 97 people. The data analysis method used is multiple linear regression analysis. The sampling technique uses purposive sampling technique. Testing the hypothesis by using a 5% significance level. The results showed that personality variables had a positive and not significant effect, the motivation variable had a positive and significant effect and the perception variable had a positive and significant effect on consumers' decisions to use laundry services in Selayang Medan.
Key words: Consumer Motivation, Consumer Personality, Consumer Perception, and Consumer Decisions
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