THE EFFECT OF UTILITARIAN MOTIVATION AND HEDONIC MOTIVATION ON PURCHASING DECISIONS OF IPHONE MOBILE PHONES

Ilham Sonata, Lestari .

Abstract


The formulation of the problem in this study is as follows: (1) is there any utilitarian motivation effect on purchasing decisions for iPhone mobile phones on students of the Faculty of Economics Management, North Sumatra Islamic University Medan ? (2) is there any effecr of hedonic motivation on the decision to purchase an iPhone handphone on students of the Faculty of Economics Management, North Sumatra Islamic University Medan ? (3) are there any effect of utilitarian motivation and hedonic motivation on purchasing decisions on iPhone mobile phones for students of the Faculty of Economics Management North Sumatra Islamic University Medan ?.   This study aims to : (1) to determine the effect of utilitarian motivation on purchasing decisions of iPhone mobile phones on students of the Faculty of Economics Management, North Sumatera Islamic University, Medan. (2) to determine the effect of hedonic motivation on purchasing decisions for iPhone mobile phones on students of the Faculty of Economics Management, North Sumatra Islamic University, Medan. (3) to determine the effect of utilitarian motivation and hedonic motivation on purchasing decisions of iPhone mobile phones on students of the Faculty of Econimics Management, North Sumatra Islamic University, Medan.The research method used is quantitative research and uses the proportional sampling technique. The research subjects were 54 2015-2018 stambuk Management students from the Islamic University of North Sumatra Medan. This research was conducted in October 2018- March 2019. Data collection in this study used primary data and secondary data . Utilitarian Motivation and Hedonic Motivation are very important and very influential in making purchasing decisions for iPhone cellphones. Based on the results of the F test, it shows that the calculated value is 91,407> Ftabel 3.17 and the significant level for the F test is 0,000 <0,05. Means utilitarian motivation and hedonic motivation have a positive and significant effect on purchasing decisions.While based on the t test that utilitarian motivation variables have a positive but not significant effect because it is that significant values below 0.05. Based on the results of the study, it was found that Utilitarian Motivation and Hedonic Motivation had a positive effect on the decision to purchase an Iphone mobile phone.


Full Text:

PDF

Refbacks

  • There are currently no refbacks.