PENGARUH MOTIVASI, PERSEPSI, PEMBELAJARAN, SIKAP, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO 150 PADA DEALER HONDA DI BANJARMASIN

Norrahmiati .

PENGARUH MOTIVASI, PERSEPSI, PEMBELAJARAN, SIKAP, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO 150 PADA DEALER HONDA DI BANJARMASIN

Norrahmiati .

Abstract

This study aims (1) to analyze and determine the effect of motivation, perception, learning, attitudes, and beliefs simultaneously on purchasing decisions for a Honda Vario 150 motorcycle at a Honda Dealer in Banjarmasin, (2) to analyze and determine the influence of motivation, perception, learning. , attitudes, and beliefs partially influence the purchase decision of a Honda Vario 150 motorbike at a Honda Dealer in Banjarmasin, and (3) to determine the dominant factors affecting the purchase decision of a Honda Vario 150 motorcycle at a Honda Dealer in Banjarmasin. This research uses explanatory research type. Types of data use qualitative and quantitative data, while data sources use primary data through questionnaires and secondary data. The population of this study are all consumers who purchase a Honda Vario 150 motorcycle at a Honda dealer in Banjarmasin. The sampling technique used was simple random sampling. The number of samples in this study were 73 respondents. Data collection techniques by means of observation and questionnaires. The data instrument test was conducted by using validity and reliability tests. The data analysis technique used multiple linear regression models. Based on the results of the analysis through the simultaneous test (F test) that the variables of motivation, perception, learning, attitude, trust have a significant effect on purchasing decisions for a Honda Vario 150 motorcycle at a Honda Dealer in Banjarmasin with a significance level of 0.05. t test), that the variables of perception, learning, attitude, trust have an influence on the purchase decision of a Honda Vario 150 motorcycle at a Honda dealer in Banjarmasin. Meanwhile, the motivation variable does not affect the purchase decision of a Honda Vario 150 motorcycle at a Honda Dealer in Banjarmasin. Learning variable is the most dominant variable affecting the purchasing decision of a Honda Vario 150 motorcycle at a Honda Dealer in Banjarmasin.

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