Hubungan Antara Motivasi Membeli Dengan Intensi Membeli Produk Make Up Chanel Pada Komunitas Mua Medan

Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara motivasi membeli dengan intensi membeli produk make up chanel di komunitas MUA medan. Penelitian ini menggunakan pendekatan kuantitatif. Hipotesis yang diajukan adalah terdapat hubungan yang positif antara motivasi membeli dengan intensi membeli produk make up Chanel. Hal ini diasumsikan bahwa semakin tinggi motivasi membeli, maka semakin tinggi pula intensi membelinya. Sebaliknya, semakin rendah motivasi membeli, maka semakin rendah pula intensi membelinya. Sampel pada penelitian ini sebanyak 105 peserta MUA Medan dan menggunakan teknik pengambilan sampel Total Sampling. Metode pengumpulan data menggunakan Skala Motivasi Membeli dan Skala Intensi Membeli. Berdasarkan hasil perhitungan analisis korelasi product moment, dapat diketahui bahwa terdapat hubungan positif antara motivasi membeli dengan intensi membeli produk make up Chanel. Hasil ini dibuktikan dengan koefisien korelasi rxy = 0,832, dengan Signifikan p= 0,000 < 0,05. Koefisien determinan (r2) dari hubungan antara variabel bebas dan variabel terikat adalah r2= 0,692. Ini menunjukkan bahwa motivasi membeli berdistribusi sebesar 69,2% terhadap intensi membeli sehingga hipotesis penelitian dinyatakan diterima. This study aims to determine the corellation between motivation to buy and the intention to buy channel make-up products in the MUA Medan community. This study uses a quantitative approach. The hypothesis put forward is that there is a positive relationship between motivation to buy and the intention to buy Chanel makeup products. It is assumed that the higher the motivation to buy, the higher the intention to buy it. Conversely, the lower the motivation to buy, the lower the intention to buy it.The sample in this study was 105 participants from MUA Medan and used the Total Sampling sampling technique. The data collection method uses the Motivation to buy Scale and Purchase Intention Scale. Based on the calculation results of the product moment correlation analysis, it can be seen that there is a positive relationship between motivation to buy and the intention to buy Chanel make-up products. This result is evidenced by the correlation coefficient rxy = 0.832, with a significant p = 0.000 <0.05. The determinant coefficient (r2) of the relationship between the independent variable and the dependent variable is r2= 0.621. This shows that motivation to buy is distributed by 69.2% towards the intention to buy so that the research hypothesis is declared accepted.