ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR

Abstract

This study aims to determine the factors that affect consumer behavior on
purchasing decisions of motorcycle brand "Honda" in the city of Palembang. Along with
the development of the era and the increasing need for transfortasi tools bring fresh air
for automotive companies, especially motorcycle companies which are very much needed
by many people in addition to affordable and easy to maintain. One brand that is liked by
most people is the Honda brand. The sample in this study amounted to 100 people taken
from the respondents of motorcycle users of honda brand domiciled in the city of
Palembang by using purposive sampling technique. The method of analysis using
multiple linear regression method. Consumer behavior factors both simultaneously and
partially affect the purchasing decision of honda motorcycle brand in Palembang city