Analisis Pengaruh Motivasi, Persepsi dan Kelompok Referensi terhadap Keputusan Pembelian Sepeda Motor Honda Beat di Kota Pekanbaru (Analysis the Effect of Motivation, Perception and Reference Group toward the Purchasing Decision of Honda Beat Motorcycle in Pekanbaru)

Abstract

The purpose of this research is to determine how much the effect of motivation, perception and reference group toward the purchase decision of Honda Beat in Pekanbaru. The populations of this study were the Honda Beat’s users in Pekanbaru. The sampling is using purposive and quota technique. The numbers of sample are hundred people by using Slovin method. The method of data analysis used in this research is descriptive quantitative by using multiple linear regression analysis model whit SPSS version 17. The result of this research shows that all independent variables: motivation, perception and reference group have positive and significant effect simultaneously toward the purchase decisions oh Honda Beat in Pekanbaru. The magnitude of the effect (Adjusted R Square) of independent variables simultaneously on the dependent variable is sixty-three point five percent, while remaining thirty-six point five percent is influenced by other variables beyond this study. Partial test (t test) showed that motivation, perception and reference group has positive and significant effect on purchase decision. Variable motivation is the most dominant variable affecting the purchase decision.