Pengaruh Motivasi Konsumen dan Citra merek Terhadap Sikap Konsumen Pada Rumah Makan Mama di Siteba Padang

Abstract

Abstract
This study aims to determine empirically the effect of consumer motivations and attitudes
of brand image to consumers at home eating mama in Siteba Padang. The sample in this
study is kosumen who buy and eat at home mom ate as much as 70 respondents. Techniques
used in sampling is purposive sampling method by which data is primary data through
questionnaires. The dependent variable in this study is the attitude of consumers, while the
independent variable in this study is the motivation of consumers and brand image. Data
analysis method used is multiple linear regression analysis.
The results of this study indicate that the motivation of consumers and brand image
significant positive effect on consumer attitudes on eating mama's house in Padang Siteba.
Keywords: consumer motivation, brand image, consumer attitudes