EFFECT OF MOTIVATION, ATTITUDES AND MARKETING MIX OF CONSUMER BEHAVIOR PURCHASE MINERAL WATER MARKS SERIA IN SUNGAI PENUH REGION

Abstract

ABSTRACT

This study aims to identify and analyze: 1) the effect of motivation on consumer behavior in purchasing. 2) The influence attitudes toward consumer behavior in purchasing. 3) Effect of products on consumer behavior in purchasing. 4) Effect of price on consumer behavior in purchasing. 5) The effect of promotion of consumer behavior in purchasing. 6) Effect of distribution on consumer behavior in purchasing.

The design of this study is hypothesis testing. The population is around the end consumers who purchase the product brand of mineral water Seria in the Sungai Penuh region. Total sample of 140 respondents. Data analysis techniques to test the hypothesis is multiple linear regression with the help of SPSS software.
The results found that: 1) consumer motivation significantly influence consumer behavior in purchasing. 2) Consumer Attitudes significant effect on consumer behavior in purchasing. 3) Product significant effect on consumer behavior in purchasing. 4) price significantly influence consumer behavior in purchasing. 5) Promotion does not significantly influence consumer behavior in purchasing. 6) Distribution significant effect on consumer behavior in purchasing.

Keywords : Motivation, Attitude, Marketing Mix and Consumer Behavior