The Influence of Motivation and Perception on Consumer Attitudes and Their Impact on the Decision to Purchase Water Refill Water in the University of North Sumatra
Introduction
Drinking water is a vital requirement for every individual, and students of the University of North Sumatra (USU) are no exception. In the midst of the hustle and bustle of lecture activities, students need clean and fresh drinking water to stay hydrated and focused. Anugrah Water, as one of the refill drinking water providers, is trying to meet these needs. However, how is the influence of student motivation and perception of the attitudes and decisions of purchasing water refill water? This study aims to examine the effect of motivation and perception on consumer attitudes and their impact on the decision to purchase water refill water in USU students.
Background
The importance of drinking water cannot be overstated. Water is essential for human survival, and its quality can have a significant impact on our health. In recent years, there has been a growing trend towards refill drinking water, with many students opting for this option over bottled water. Anugrah Water, as a refill drinking water provider, is trying to capitalize on this trend by offering clean, fresh, and safe drinking water to USU students. However, the success of Anugrah Water depends on various factors, including student motivation and perception.
Methodology
This study used a quantitative research method with path analysis to examine the relationship between motivation, perception, consumer attitudes, and the decision to purchase water refill water. A total of 81 respondents were chosen randomly from USU students, and data collection was carried out through questionnaires, interviews, and documentation studies.
Results
The results of this study showed that motivation and perception, through consumer attitudes, have a positive and significant influence on the decision to purchase water refill water. That is, students who are motivated and have a positive perception of the gift of water tend to have a positive attitude and are more likely to buy the product. However, partially, the influence of perception through consumer attitudes on purchasing decisions is not significant. This shows that other factors, such as product quality, price, and ease of access, also play an important role in purchasing decisions.
Deeper Analysis
Motivation
The main factor that encourages students to buy water refill water Anugrah Water is the need for clean and healthy drinking water. In addition, ease of access, affordable prices, and attractive promotions are also attractive factors. Students who are motivated to buy water refill water are more likely to have a positive attitude towards the product and are more likely to make a purchase.
Perception
Student perception of the Water Anugrah was formed through personal experience, information from friends, and brand imagery that was built. Positive perceptions, such as good product quality, friendly service, and good taste, will encourage purchasing decisions. Students who have a positive perception of the product are more likely to have a positive attitude towards the product and are more likely to make a purchase.
Attitude
A positive attitude towards the gift of water can be formed through positive perceptions and strong motivation. This attitude will then affect the purchasing decision. Students who have a positive attitude towards the product are more likely to make a purchase and are more likely to recommend the product to others.
Recommendation
Based on the findings of this study, the following recommendations are made:
Improving Product Quality
Strengthening Brand Image
Improving Services
Paying Attention to the Price Factor
By paying attention to these factors, Water Anugrah can build customer loyalty and increase sales.
Conclusion
This study shows that motivation and perception have a significant influence on the decision to purchase water refill water in USU students. Anugrah Water needs to focus on marketing strategies that optimize students' motivation and perception in order to continue to grow and develop in the midst of competition in the refill drinking water business. By understanding the factors that influence student purchasing decisions, Anugrah Water can develop effective marketing strategies that meet the needs of its target market.
Limitations
This study has several limitations. Firstly, the sample size was relatively small, and the study was conducted only in USU. Secondly, the study only examined the influence of motivation and perception on consumer attitudes and purchasing decisions, and did not examine other factors that may influence purchasing decisions. Finally, the study only examined the decision to purchase water refill water and did not examine other types of products.
Future Research Directions
Future research can build on the findings of this study by examining other factors that influence purchasing decisions, such as product quality, price, and ease of access. Additionally, future research can examine the influence of motivation and perception on consumer attitudes and purchasing decisions in other contexts, such as in the workplace or in the community.
References
Anugrah Water. (2022). About Us.
University of North Sumatra. (2022). Student Handbook.
Water Refill Association. (2022). Benefits of Refill Drinking Water.
Appendix
Questionnaire used in the study
Interview protocol used in the study
Documentation study protocol used in the studyQ&A: The Influence of Motivation and Perception on Consumer Attitudes and Their Impact on the Decision to Purchase Water Refill Water in the University of North Sumatra
Introduction
In our previous article, we discussed the influence of motivation and perception on consumer attitudes and their impact on the decision to purchase water refill water in the University of North Sumatra (USU). In this article, we will answer some of the most frequently asked questions about the study.
Q: What is the main finding of the study?
A: The main finding of the study is that motivation and perception, through consumer attitudes, have a positive and significant influence on the decision to purchase water refill water in USU students.
Q: What are the factors that influence student motivation to buy water refill water?
A: The factors that influence student motivation to buy water refill water include the need for clean and healthy drinking water, ease of access, affordable prices, and attractive promotions.
Q: How does student perception of the product influence purchasing decisions?
A: Student perception of the product, formed through personal experience, information from friends, and brand imagery, has a significant influence on purchasing decisions. Positive perceptions, such as good product quality, friendly service, and good taste, will encourage purchasing decisions.
Q: What is the role of attitude in influencing purchasing decisions?
A: Attitude plays a significant role in influencing purchasing decisions. A positive attitude towards the product can be formed through positive perceptions and strong motivation, and this attitude will then affect the purchasing decision.
Q: What are the recommendations for Anugrah Water to improve its marketing strategies?
A: Based on the findings of the study, the following recommendations are made:
Improving product quality to stay clean, fresh, and safe for consumption
Strengthening brand image through creative and interesting promotions
Improving services to offer a friendly, fast, and easily accessible service
Paying attention to the price factor to offer a competitive and affordable price
Q: What are the limitations of the study?
A: The study has several limitations, including a relatively small sample size and the study was conducted only in USU. Additionally, the study only examined the influence of motivation and perception on consumer attitudes and purchasing decisions, and did not examine other factors that may influence purchasing decisions.
Q: What are the future research directions?
A: Future research can build on the findings of this study by examining other factors that influence purchasing decisions, such as product quality, price, and ease of access. Additionally, future research can examine the influence of motivation and perception on consumer attitudes and purchasing decisions in other contexts, such as in the workplace or in the community.
Q: What are the implications of the study for Anugrah Water and other refill drinking water providers?
A: The study has significant implications for Anugrah Water and other refill drinking water providers. By understanding the factors that influence student purchasing decisions, Anugrah Water can develop effective marketing strategies that meet the needs of its target market. Additionally, the study highlights the importance of maintaining product quality, strengthening brand image, improving services, and paying attention to the price factor to attract and retain customers.
Q: What are the implications of the study for the refill drinking water industry?
A: The study has significant implications for the refill drinking water industry. The study highlights the importance of understanding consumer attitudes and purchasing decisions in the context of refill drinking water. By understanding these factors, refill drinking water providers can develop effective marketing strategies that meet the needs of their target market and stay competitive in the market.
Conclusion
In conclusion, the study provides valuable insights into the influence of motivation and perception on consumer attitudes and their impact on the decision to purchase water refill water in USU students. The study highlights the importance of understanding consumer attitudes and purchasing decisions in the context of refill drinking water and provides recommendations for Anugrah Water and other refill drinking water providers to improve their marketing strategies.