The Effect of Product Perception and Price Perception on Reference Book Purchase Decisions

Authors

  • Kuswanto Kuswanto Economics Education Study Program, Faculty of Teacher Training and Education, Jambi University, Indonesia
  • Refnida Refnida Economics Education Study Program, Faculty of Teacher Training and Education, Jambi University, Indonesia
  • Lulu Ratnadillah Economics Education Study Program, Faculty of Teacher Training and Education, Jambi University, Indonesia

DOI:

https://doi.org/10.21009/JPEB.009.2.8

Keywords:

Product Perception, Price Perception, Purchase Decision, Logistics Model

Abstract

The decision to purchase reference books is a form of a student's positive attitude in meeting learning needs. This study was conducted to analyze the effect of product and price perceptions on reference book purchasing decisions. This research was conducted on 80 students of the Jambi University Economic Education Study Program class of 2017. Data were obtained from the results of a survey using a questionnaire. The data were analyzed using the logit regression model because the dependent variable data were categorical (buying and not buying). The results of the analysis show that product perception has a significant influence on purchasing decisions for reference books at an error rate (alpha) of 5 percent. Student perceptions of price also significantly influence the decision to purchase reference books at an error level (alpha) of 5 percent. Taken together, product perception and price significantly influence the purchasing decision of reference books. Thus, it is recommended for students to make the right decision by understanding the quality and usefulness of reference books to meet their learning needs and supported by adequate purchasing power.

 

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Published

2021-10-29

How to Cite

Kuswanto, K., Refnida, R., & Ratnadillah, L. . (2021). The Effect of Product Perception and Price Perception on Reference Book Purchase Decisions . Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 9(2), 179–188. https://doi.org/10.21009/JPEB.009.2.8

Issue

Vol. 9 No. 2 (2021): Jurnal Pendidikan Ekonomi & Bisnis (DOAJ & SINTA 2 Indexed)

Section

Articles

License

Articles in Jurnal Pendidikan Ekonomi & Bisnis are Open Access articles published under the Creative Commons CC BY-NC-SA License  This license permits use, distribution and reproduction in any medium for non-commercial purposes only, provided the original work and source is properly cited. Any derivative of the original must be distributed under the same license as the original.