ANALISIS PERBEDAAN KEPUTUSAN PEMBELIAN, MOTIVASI DAN PERSEPSI PRODUK BATIK ANTARA KONSUMEN PRIA DAN WANITA DI SURAKARTA

Authors

  • Dwi Oktaviani Lardo Putri
  • Siti Maryam
  • Rochmi Widayanti

DOI:

https://doi.org/10.26623/slsi.v17i3.1638

Abstract


ABSTRAK
Penelitian ini bertujuan untuk mengetahui perbedaan keputusan pembelian,
motivasi dan persepsi produk batik anatara konsumen pria dan wanita di
Surakarta.
Jenis penelitian menggunakan metode deskriptif komparatif. Populasi dari
penelitian ini adalah keseluruhan konsumen pria dan wanita di PGS dan Pasar
Klewer yang jumlahnya tidak terhingga. Sampel pada penelitian berjumlah 100
responden (50 responden PGS dan 50 responden Pasar Klewer) dengan
menggunakan teknik pengambilan sampel non probability sampling yaitu metode
purposive sampling dan convinience sampling. Teknik analisis data dalam
penelitian ini menggunakan uji independent sample t test.

Hasil analisis menunjukan bahwa terdapat perbedaan yang signifikan

keputusan pembelian dan motivasi konsumen antara konsumen pria dan wanita,

namun tidak terdapat perbedaan persepsi konsumen anatara konsumen pria dan
wanita.

Keyword: Keputusan Pembelian, Motivasi Konsumen, Persepsi Konsumen, Jenis
Kelamin

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Published

2019-10-02

Issue

Vol. 17 No. 3 (2019)

Section

Articles

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