PENGARUH MOTIVASI, CITRA LEMBAGA, KELUARGA, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN KONSUMEN DALAM PEMILIHAN JASA KURSUS

Authors

  • Aegis Dhimas Erlangga, Sunarso & Sumaryanto

Abstract

The purpose of this study was to analyze the significance of the effect of
motivation, the image of the institution, families and groups of reference to consumer
decisions. This study is a survey. The study population is students LPK Fujiyama
Gakkoo in Surakarta totaling 120 people. The research sample of 60 people with simple
random sampling technique. Data collection technique used questionnaire, observation
and documentation. Data were analyzed used multiple linear regression, t-test, F and
coefficient of determination. The results showed motivation has significant effect on
consumer decisions in the selection of service courses on Fujiyama LPK Gakko in
Surakarta. The image of the institutions has significant effect on consumer decisions in
the selection of service courses on Fujiyama LPK Gakko in Surakarta. Families has a
significant effect on consumer decisions in the selection of service courses on Fujiyama
LPK Gakko in Surakarta. Reference group has a significant effect on consumer decisions
in the selection of service courses on Fujiyama LPK Gakko in Surakarta.
Keywords: motivation, image of institution, families, group of references

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Published

2017-09-16

Issue

Vol. 17 (2017): Jurnal Ekonomi dan Kewirausahaan

Section

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