Abstract,
This study aims to find out and analyze the factors that influence
consumer behavior towards purchasing decisions of automatic Honda
motorcycles. The population in this study were students of STIE Nasional
Banjarmasin. The sample of this study was 60 people from the
management department of class 2014. The method used to conduct this
research is descriptive method. The analytical tool used in this study is
multiple linear regression analysis Partial test results (T test) of this
study are 1). Cultural factors have a significant effect on purchasing
decisions of automatic Honda motorcycles. 2). Social factors have a
significant effect on purchasing decisions of automatic Honda
motorcycles. 3). Personal factors have a significant effect on purchasing
decisions of automatic Honda motorcycles. 4). Psychological factors
have a significant effect on purchasing decisions of automatic Honda
motorcycles. While the Simultaneous test results (F test) of this study are
cultural factors, social factors, personal factors and psychological
factors have a significant effect on the purchase decision of automatic
Honda motorcycles. The conclusion of the description described can be
concluded that the results of the study show that the Cultural Factor
variable has the greatest influence so that it is the most dominant
variable in purchasing decisions.
Keywords: Consumer behavior, decision to purchase, student of STIE
Nasional Banjarmasin.
Abstrak,
Penelitian ini bertujuan untuk mengetahui dan menganalisis
faktor – faktor apa saja yang mempengaruhi perilaku konsumen terhadap
keputusan pembelian sepeda motor Honda tipe matik. Populasi dalam
penelitian ini adalah mahasiswa STIE Nasional Banjarmasin. Sampel
Penelitian ini sebanyak 60 orang dari jurusan manajemen angkatan 2014.
Metode yang digunakan untuk melakukan penelitian ini adalah metode
deskriptif. Alat analisis yang digunakan pada penelitian ini adalah Abstract,
This study aims to find out and analyze the factors that influence
consumer behavior towards purchasing decisions of automatic Honda
motorcycles. The population in this study were students of STIE Nasional
Banjarmasin. The sample of this study was 60 people from the
management department of class 2014. The method used to conduct this
research is descriptive method. The analytical tool used in this study is
multiple linear regression analysis Partial test results (T test) of this
study are 1). Cultural factors have a significant effect on purchasing
decisions of automatic Honda motorcycles. 2). Social factors have a
significant effect on purchasing decisions of automatic Honda
motorcycles. 3). Personal factors have a significant effect on purchasing
decisions of automatic Honda motorcycles. 4). Psychological factors
have a significant effect on purchasing decisions of automatic Honda
motorcycles. While the Simultaneous test results (F test) of this study are
cultural factors, social factors, personal factors and psychological
factors have a significant effect on the purchase decision of automatic
Honda motorcycles. The conclusion of the description described can be
concluded that the results of the study show that the Cultural Factor
variable has the greatest influence so that it is the most dominant
variable in purchasing decisions.
Keywords: Consumer behavior, decision to purchase, student of STIE
Nasional Banjarmasin.
Abstrak,
Penelitian ini bertujuan untuk mengetahui dan menganalisis
faktor – faktor apa saja yang mempengaruhi perilaku konsumen terhadap
keputusan pembelian sepeda motor Honda tipe matik. Populasi dalam
penelitian ini adalah mahasiswa STIE Nasional Banjarmasin. Sampel
Penelitian ini sebanyak 60 orang dari jurusan manajemen angkatan 2014.
Metode yang digunakan untuk melakukan penelitian ini adalah metode
deskriptif. Alat analisis yang digunakan pada penelitian ini adalah