Abstract:
This study aimed to analyze the influence of emotion generated by the marketing variables consisting of equity value, experience value and energy value of the purchase decision. This study used simple random sampling technique. The sample used in this study amounted to 98 people. The method of analysis used is descriptive quantitative analysis of partial and simultaneous (linear regression analysis) with SPSS version 16. From the test results, we can conclude F test rejected Ho means there is significant influence between equity, experience and energy to the purchase decision. Of the coefficient of determination in magnitude to the effect of variable equity, experience and energy by 45% on purchase decisions, while the remaining 65% is the influence of other variables not examined in this study. Of the three independent variables studied, the energy variable value which has the most powerful influence than other variables on purchase decisions Yamaha motorcycle in the CV. Tri Star Kencana where they are carrying out excellent service, so that consumers are respected and served.
