Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian Sepeda Motor Matic Merek Honda (Studi Kasus Di Kota Lhokseumawe)
Abstract
The purpose of this study was to find out and analyze whether partially cultural, social, personal and psychological variables influence the decision to purchase an automatic motorcycle brand Honda in Lhokseumawe City, as well as to find out and analyze whether cultural, social, personal and psychological variables simultaneously influence on the purchase decision of an automatic Honda motorcycle in Lhokseumawe City. The subjects of this research are the people of Lhokseumawe City who use automatic Honda motorcycles. The sample in this study amounted to 100 respondents. The data collection technique used is a questionnaire. The author distributes questionnaires to 100 consumers who use Honda automatic motorcycles. The results of the study show that culture, social, personal and psychology partially influence the decision to purchase an automatic Honda motorcycle in Lhokseumawe City. The most dominant variable influencing purchasing decisions is the cultural factor. The results of this study will contribute to motorcycle dealers in developing their sales strategy.
Keywords: Culture, Social, Personal, Psychology, Purchase Decision.
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