ANALYSIS OF STUDENTS MOTIVATION OF MAKING PURCHASE IN

ANGKRINGAN KANG HARJO

INRODUCTION

Every years, people from various city in Indonesia migrate to Yogyakarta to study,
mainly a college students. That’s the reason why Yogyakarta is called as Kota Pelajar because
there are so many people that come to Yogyakarta to get study in school or university. The
number of college students in Jogja is growing every years. Kemenristek Dikti recorded there
are 112 universities, both public and private are 372,478 students in DIY in 2017.

Besides having to focus on learning, college students from outside Jogja must be able
to live independently. They must be good at maintaining finances to fulfill their daily needs,
especially the need to eat and drink. Based on the results of research conducted by Handayani
& Taufiq (2017) at 30 boarding students in Semarang, it was found that “most of them about
67% have eating patterns by buying at food stalls, including warteg, burjo, and angkringan.
The pattern becomes an opportunity for Angkringan traders who are looking for many
consumers, particulary consumers from the students”.

Angkringan in DIY is now increasingly widespread, particulary in the area around

the campus. Students usually choose to buy in angkringan because the price offered is cheap
and the food choices are varied. One of the most visited angkringan is Angkringan Kang Harjo.
Angkringan that located near the campus of UMY is most visited by people, particulary
students of UMY. Nowadays, angkringan provides many development on consumers as a
place to eat. The number of that development cause angkringan must pay attention to various
factors, one of them is consumer motivation factors that influence consumer behavior to make
decisions of the best place to eat for them.
Angkringan is a simple food stall tents that usually open from late afternoon until
midnight. The menu commonly found here is nasi kucing. Usually side dishes such sambal
tempe, fried teri, quail eggs satay , intestine satay, claw satay, and milkfish became an
additional menu. As for drinks, generally selling wedang ginger, ginger milk, sweet tea, orange
juice and coffee.
Motivation is the driving force in a person who forces him to act. Handoko (2001)
states that motivation is an action in the individual that encourages individuals to do a certain
incentive to achieve the goal. In purchasing motivation is divided into rational and emotional
motivation. Engel, Blackwell, and Miniard (1994) suggest that the factors that influence
consumer motivation on purchasing decisions are product, price, service and location.
 In addition, results of research conducted by Handayani & taufik (2017) have proven
that strategic location is important for consumer decision angkringan in Semarang. Related to
the previous research, this research is conducted to know the factors that influence student
motivation to make a purchase in angkringan. Based on previous research, it was hypothesized
that students’ motivation to make a purchase in Angkringan Kang Harjo influenced by price,
menu variation, taste, ambience, and location, and also the service.

METHODS
This study is descriptive study which focuses on understanding students Motivation to
make a purchase in Angkringan Kang Harjo. The participants of the study were 15 students of
UMY who have made a purchase in Angkringan Kang Harjo. They were selected through
random sampling. This study use closed-ended questionnaires to collect the data. The items of
the questionnaires are 15 items measured by 4-point likert scale (from 1= “Strongly disagree”
to 5=”Strongly agree”).

REFERENCES
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1994). Perilaku konsumen. Jakarta: Binarupa
Aksara.
Handayani, S. B., & Taufiq, M. (2017). ANALISA KEPUTUSAN KONSUMEN WARUNG
ANGKRINGAN YANG DIPENGARUHI LOKASI, FASILITAS & KUALITAS
PELAYANAN (Studi Kasus Pada Warga Kos di Kota Semarang). JURNAL EKONOMI
MANAJEMEN AKUNTANSI, 24(43).
Handoko, Hani, 2001, Manajemn Personalia dan Sumber Daya Manusia Edisi Ketujuh,
Yoyakarta, Penerbit BPFE