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Pengaruh atribut produk terhadap motivasi pembelian celana jeans Ako pada matahari departemen store Kudus
The method of analysis in this project was interential quantitaitve analysis. The instrument used was regression. Regression was used to find out whether there was any influence between the variables. The Charectheristic of respondents who bought AKO jeans had the age of around 20-30 years old, their education was student in senior high school or university. The result shows Y1= -2071+ 0.655 X1 – 0.053 X2 + 0.337 X3 + e which meant the value of coefficient of brand was 0.655 with significance level 0.002 became the most dominant factor on physiological motivation because coefficient value was bigger than quality and model. The F test, F count equal to 19.260 with probability value of 0.000. because the probability value was smaller than 0.05 so Ho was rejected and Ha was accepted. Brand, quality and model had significant influence on physiological motivation Through T test, probability value of brand variable 0.000 was less than 0.05 then Ho was rejected and Ha was accepted but probability value of quality and model variables 0.790 and 0.079 more than 0.05 then Ho was accepted and Ha was rejected. The result shows Y2 = 2.785 + 0.442X1+0.096X2+0.297X3+e which meant the value of coefficient of brand was 0.442 with significance level 0.000 became the most dominant factor on psychological motivation because coefficient value was bigger than quality and model. The F test, F count equal to 13.313 with probability value of 0.000. because the probability value was smaller than 0.05 then Ho was rejected and Ha was accepted. Brand, quality and model had significant influence on physiological motivation Through T test, probability value of brand variable was 0.002 less than 0.05 so Ho was rejected and Ha was accepted but probability value of quality and model variables 0.624 and 0.115 was morr than 0.05 so Ho was accepted and Ha was rejected.
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