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Analysis of Social, Personal and Psychological Factors on Purchasing Decision of Yamaha Motorcycle in CV. Sun Berlian Motor Aek Nabara

2019; RELX Group (Netherlands); Linguagem: Inglês

10.2139/ssrn.3412347

1556-5068

Ade Parlaungan Nasution,

Student Stress and Coping

The development of the automotive industry today is so fast along with technological advances and the high level of competition among automotive companies in creating products that can influence consumer purchasing decisions. The behavior of people who need and want a motorcycle with a brand, quality, price and with a new design offered at a competitive price level is a potential that must be considered by producers to influence consumer purchasing decisions. To progress and develop in the marketing concept the company must be able to understand the needs and desires of consumers, wherein they will be marketed. The purpose of this study was to determine the effect of social, personal, and psychological factors on the purchase decision of a Yamaha motorcycle on the CV. Sun Berlian Motor Aek Nabara. Data analysis methods used are Reliability Test, Validity Test, Multiple Linear Regression Analysis, Determination Coefficient (R2), F test and t test. From the analysis results obtained a regression equation that: Y = 2,414 + 0,660X1 + 0,340X2 + 0,166X3 + e All variables of social, personal, and psychological factors influence the purchasing decisions of Yamaha motorcycles and their value is positive. The more dominant variable influencing the purchase decision of a Yamaha motorcycle is a social factor variable, this is indicated by a regression coefficient greater than the coefficient, personal, and psychological. Determination coefficient (R2) = 0.597. This shows that at 57.3% consumer purchasing decisions can be explained by variables of social, personal, and psychological factors, while the rest (100% - 57.3% = 42.7%) explained other factors not examined. Test F obtained that social, personal, and psychological simultaneously influence the purchase decision of a Yamaha motorcycle. Hail The t test of each variable is obtained that social, personal, and psychological partially influence each variable on the purchase decision of a Yamaha motorcycle.