PERAN KELUARGA DAN MOTIVASI SEBAGAI PEMODERASI PADA PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMILIHAN SMK HUMANIORA KERINCI

Abstract

Educational sector contributes important role to develop every country and region.
In order to win the competition, every educational business needs to develop their
understanding of consumer behavior in buying decision. Based on literature
review, it is found that the variables of product, price, family and motivation as
determinants of consumer buying decision. The purpose of this research was to
investigate the moderating effect of family and motivation on the relationship
between product, price and buying decision. The research population was all
students which accounted for 129 students. In order to test hypotheses, this
research conducted moderated regression analysis. The results of analysis found
that 1) Product, Price, Family and Motivation positively and significantly
influenced consumer buying decision, 2) Family was found as moderating
variable and strengthened the relationship between product and consumer buying
decision, However, it did not moderate the relationship between price and
consumer buying decision, 3) Motivation was not found as moderating variable on
the relationship between product, price and consumer buying decision. The
research finding provide practical contribution that in order to increase numbers
of new student future, it is recommended to enhancing their understanding of
product, price, family and motivation.
Keywords : Product, Price, Family, Motivation and Buying Decision