PENGARUH MOTIVASI, PERSEPSI, PEMBELAJARAN DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN JASA TRANSPORTASI UDARA LION AIR DI KOTA MALANG

The purpose of this study was to find out how the influence of motivation, perception, learning and attitudes toward purchasing decisions on consumers of Lion Air air transportation in Malang. The study used a multiple linear regression analysis tool on respondents, namely consumers of air transportation Lion Air, using survey techniques as a sampling method, and using questionnaires as a data collection tool. The results of the study reveal that simultaneously motivation, perception, learning and attitude have a positive and significant effect on purchasing decisions, partially motivation has a positive and significant effect on purchasing decisions, perceptions have a positive and significant effect on purchasing decisions, learning has a positive and significant effect on purchasing decisions and attitude has a positive and significant effect on purchasing decisions. Learning is a variable that gives the biggest influence on consumer purchasing decisions of Lion Air in Malang