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Motivasi dan Persepsi
Dorongan disebut motivasi. Beberapa definisi motivasi menurut: Schiffman dan kanuk: “motivation can be described as driving force within individuals that impels them to action. This driving force is produced by state of tension, which exists as the result of an unfulfilled need”. Solomon: “motivatin reffers to the processes that cause people to behave as they do.it occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exist that drives the consumer to attempt to reduce or eliminate the need”. Mowen dan Minor: “motivation reffers to an activated state within a person that leads to goal-directed behavior. It consists of the drives, urges, wishes or desires that initiate the sequence of events leading to a behavior”. Motivasi muncul karena adanya kebutuhan, kebutuhan muncul karena merasakan ketidaknyamanan (state of tension) antara yang seharusnya dirasakan dan sesungguhnya yang dirasakan. Model Motivasi Kebutuhan dan keinginan yang tidak terpenuhi
Dorongan Belajar Perilaku Proses kognitif
Tujuan memenuhi kebutuhan