PENGARUH FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN MEMBELI MOTOR MATIC YAMAHA MIO M3CW 125 DI KOTA PALU

Abstract

The purpose of this study was to determine the influence of psychological factors on the decision to buy a Mio M3 CW 125 motorbike in Palu City. The research variables used were psychological factors consisting of motivation, perception, learning, belief, and attitude. While the dependent variable is the decision to buy (Y). The research method used is descriptive causal, with a sample of 90 people. The form of sampling uses accidental sampling technique. Data analysis method used in this study is a multiple linear regression analysis method. The results of this study indicate that: 1) psychological factors consisting of motivation, perception, learning, beliefs, and attitudes simultaneously have a significant effect on the decision to buy a Yamaha Mio M3 CW 125 motorbike; matic Yamaha Mio M3 CW 125; 3) perception partially has a significant effect on the decision to buy a Yamaha Mio M3 CW 125 motorbike; 4) learning partially influences significantly the decision to buy Yamaha Mio M3 CW 125; influential significantly influence the decision to buy a Yamaha Mio M3 CW 125 motorbike matic; 6) the attitude partially influences significantly the decision to buy a Yamaha Mio M3 CW 125 motorbike in Palu City.

Tujuan penelitian ini adalah untuk mengetahui pengaruh faktor psikologis terhadap keputusan membeli motor matic Mio M3 CW 125 di Kota Palu.Variabel penelitian yang digunakan yaitu factor psikologisyang terdiri dari motivasi, persepsi, pembelajaran, keyakinan, dan sikap.Sedangkan variabel dependen yaitu keputusan membeli (Y). Metode penelitian yang digunakan bersifat deskriptif kausal,dengan jumlah sampel 90 orang. Bentuk pengambilan sampel menggunakan teknik accidental sampling. Metode analisis data yang digunakan dalam penelitian ini adalah metode analisis regresi linear berganda. Hasil penelitian ini menunjukan bahwa:1) faktor psikologis yang terdiri dari motivasi, persepsi, pembelajaran, keyakinan, dan sikap secara serempak berpengaruh signifikan terhadap keputusan membeli motor matic Yamaha Mio M3 CW 125;2) motivasi secara parsial berpengaruh berpengaruh signifikan terhadap keputusan membeli motor matic Yamaha Mio M3 CW 125;3) persepsi secara parsial berpengaruh berpengaruh signifikan terhadap keputusan membeli motor matic Yamaha Mio M3 CW 125;4) pembelajaran secara parsial berpengaruh berpengaruh signifikan terhadap keputusan membeli motor matic Yamaha Mio M3 CW 125;5) keyakinan secara parsial berpengaruh berpengaruh signifikan terhadap keputusan membeli motor matic Yamaha Mio M3 CW 125;6) sikap secara parsial berpengaruh berpengaruh signifikan terhadap keputusan membeli motor matic Yamaha Mio M3 CW 125 di Kota Palu.