THE INFLUENCE OF CONSUMER MOTIVATION AND PERCEPTION OF PRODUCT QUALITY ON THE DECISION TO PURCHASE A VIVO BRAND SMARTPHONE THROUGH PRICE IN THE BANDAR KHALIFAH DISTRICT, TEBING TINGGI CITY PENGARUH MOTIVASI KONSUMEN DAN PERSEPSI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MERK VIVO MELALUI HARGA DI KECEMATAN BANDAR KHALIFAH KOTA TEBING TINGGI Section Articles

Abstract

The aim of this research is to analyze the influence of consumer motivation on product quality perceptions on purchasing decisions, partially or simultaneously analyzing the influence of motivation Consumers on product quality perceptions partially or simultaneously analyze the direct and indirect influence of consumer motivation on product quality perceptions through variables Intervening prices for this type of research use quantitative methods. The population used was 65 people, while the number of samples used in the research was 40 respondents.Data collection in this research is a questionnaire and documentation of filling out the questionnaire is that respondents are asked to give opinions about a series of statements related to the object What is being researched in the form of test equipment values used is path analysis (part analysis) With SPSS 29 program application tools. The results of this research show that consumer motivation partially or simultaneously has a positive and significant influence on prices On Vivo smartphones, consumer motivation also partially or simultaneously has a positive and significant influence on product quality perceptions on Vivo smartphones, and indirectlyConsumer motivation towards perceived product quality through smartphone price as an intervening variable has a significant influence on Vivo smartphone purchasing decisions.