PENGARUH PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA CV. HARMONI LESTARI PEMATANGSIANTAR

The purpose of this study was to examine and analyze: 1) Overview of consumer perception and
purchasing decisions on the CV. Harmoni Lestari Pematangsiantar. 2) The influence of consumer perception on
purchase decisions on the CV. Harmoni Lestari Pematangsiantar. This research was conducted by using descriptive analysis of qualitative and quantitative descriptive. The
population in this study are all residential consumers Penyabungan Permai built by CV. Harmoni Lestari
Pematangsiantar numbered 25 people. The independent variable in this study is the perception of the consumer
and the dependent variable is the purchase decision. The data collection was done by using a questionnaire,
interview techniques and documentation techniques. Analysis technique used is a simple linear regression,
correlation coefficient, coefficient of determination and hypothesis testing with t test.
The results of the study can be summarized as follows: 1) the Customer agrees to purchase perceptions
and purchase decisions. 2) The results of the regression analysis is Y = 28.030 + 0.888X, meaning the consumer
perception positive influence on purchase decisions. 3) Results of the value of r = 0.733, which means there is a
strong and positive relationship between consumer perceptions of purchasing decisions on the CV. Harmoni
Lestari Pematangsiantar. High and low purchasing decisions can be explained by 53.7% by the consumer
perception. 4) The hypothesis Ho is rejected and Ha accepted, which means that consumer perceptions positive
and significant impact on purchasing decisions on the CV. Harmoni Lestari Pematangsiantar. The suggestion from the results of this study that to improve consumer perception, improvements to the
dimensions of selective distortion indicators of past experience, the company must improve and enhance the
quality of houses built, reduce prices and improve service quality. To improve purchasing decisions need to pay
attention to the dimensions of the ad indicator information search by adding levels of deployment and attraction
brochures home use.
Keywords: Consumer Perceptions and Purchase Decision