PENGARUH MOTIVASI DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN RODA DUA HONDA

NURUL HIDAYAH A RAHMAN, HARRY J. SUMAMPOUW, SOFIA A.P SAMBUL

Abstract


Abstract This research was based a decrease in sales of Honda motorcycles in the period 2011-2014.
This sales decline shows a decrease in consumer buying decisions on Honda motorcycle products
that can be formulated in this research that how consumers buying decision in the midst of
motorcycle competition phenomenon becoming more strictly based on the consumer motivation, and
consumer attitudes. The aim of the research is to influence of motivation and consumer attitudes
toward buying decision of the Honda motorcycles.
This research uses quantitative and qualitative methods. Data collected by questionnaire
and interview techniques. The respondents in this research are 100 people who fulfill in one of five
criteria; initiating, influencing, decision making, buying, and using Honda motorcycles in the
district of mapanget. Two hypotheses are formulated and tested using Regression Analysis. The
result shows that consumers motivation, and consumer attitudes have significant relationship with
buying decision. Consumer motivation has higher influences for buying decisions than consumer
attitudes.
Keywords: Buying Decision, Consumer Motivation, Consumer Attitudes.

Full Text:

PDF


DOI: https://doi.org/10.35797/jab.4.4.2016.13821.%25p

Refbacks

  • There are currently no refbacks.


Copyright (c)



Diterbitkan Oleh:

Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi Manado, Indonesia.

Kantor Editor :

Jl. Kampus Bahu Unsrat, Malalayang - Manado 95115

No. Telp. +62 81242877176, +62 82348699889