ANALISIS FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN KONSUMEN PADA SEPEDA MOTOR HONDA, SUZUKI, YAMAHA, DAN KAWASAKI DI TEMBILAHAN

Abstract

The purpose of the reseach is to determine what factors affect consumer purchasing decisions on motorcycles Honda, Suzuki, Yamaha, and Kawasaki in Tembilahan. Data analysis using multiple linear regression equation. Using multiple linear regression analysis. The results of the study concluded that factors affecting consumer purchasing decisions on Honda motorcycles, Suzuki, Yamaha, and Kawasaki are Value Kulaitas, Emotional Value, Functional Value, and Social Value. Then based on regression analysis results obtained value Adjusted R Square Honda motor of 0.489 this means 48.9% purchase decision can be explained by independent variables. value Adjusted R Square Suzuki motor of 0.980 this means that 98% purchase decision can be explained by independent variables. value Adjusted R Square Yamaha motorcycles of 0.716 this means that 71.6% purchase decision can be explained by free variables and value Adjusted R Square Kawasaki motorcycles of 0.717 this means 71.7% purchase decision can be explained by independent variables.