ANALISIS MOTIVASI KONSUMEN DALAM PEMBELIAN PRODUK MAKANAN KENTANG MEREK K-PATATS DI KOTA MALANG
Dimas Saiful Wathoni Wisudani
Prodi Manajemen FEB UMM
This research aim wanted to test whether the rational and emotional dimensions was able to establish the motivation of consumers in the K-Patats product purchasing. Analysis tools was rang scale. It was used to describe the variables which consisted of quality of product, pricing, packaging, and cognition, affection. To analyse the rational and emotional dimensions constructed consumer motivation was Structural Equation Model with confirmatory Factor Analysis. Then, to test hypotheses used t-test according to CFA viewed from the P value.Analysis results and the hypothesis test indicated that the rational and emotional dimensions were not capable of being invalid constructs in the purchase of consumer motivation-forming products brand K-Patats in Malang Town Square food court.
Keywords: consumer motivation, rational, and emotional