THE INFLUENCE OF LIFESTYLE TO THE PURC HASE DECISION OF KAWASAKI NINJA BIKES IN PEKANBARU

Abstract

This research is aimed to analyze the influence which is appeared by variable of lifestyle that consists of utilitarian purchases, indulgences, lifestyle luxuries, and aspirational luxuries. This research uses sampling purposive technique which is chosen 104 samples. Analysis method used in this research is quantitative descriptive method, partially analysis, and simultaneous (multiple linier regression analysis) with he lping of SPSS program version 19 . From the result of the test has done, it can be proved that simultaneous regression test (F test) showed that all of free variable tested have significant influence to the Purchase Decision variable. The partial regression test (T test) showed that indulgences variable has the biggest influence to the purchase decision variable. The determination coefficient found that the influence of these four variables simultaneously to its bound variable is 47,4 percents, whereas the r emain is 52,6 percents is influenced by another variables which is not tested in this research. Fo r the company manufacturing Kawasaki Ninja must improve the quality of the product, not only the quality but also the features and new innovation that support the product, so that the customers or the users of Kawasaki Ninja feel satisfaction then keep it to be the first choice of purchase decision.