PENGARUH MOTIVASI TERHADAP KEPUTUSAN PEMBELIAN PADA HELMI HENDRA MOTOR KABUPATEN MAJALENGKA DEALER RESMI HONDA

Abstract

The purpose of the research is to find and collect data and information needed to
obtain a clear picture of consumer motivation and its impact on purchasing
decisions at Helmi Hendra Motor District Majalengka Honda Authorized Dealer.
The method used in this research is qualitative (descriptive) and quantitative
(verification) methods. The unit of analysis in this study is consumers who buy
motorbikes at Helmi Hendra Motor District Majalengka Honda Authorized
Dealer with a sample of 68 respondents. The statistical test used is the calculation
of the Pearson correlation, regression analysis, the coefficient of determination,
hypothesis testing, and also using manual calculations.
The results showed that there was a positive and significant influence between
consumer motivation on purchasing decisions at Helmi Hendra Motor District
Majalengka Honda Authorized Dealer. Because t count> t table or 13.4187>
1.66827. The correlation coefficient (r) = 0.8554, which means that the
relationship between consumer motivation and purchasing decisions is very
strong. The regression equation is Y = 1.79 + 0.82X. From this equation it can be
concluded that the constant value of 1.79 states that, if there is no increase in the
value of variable X, the purchase decision price is 1.73. The regression coefficient
of 0.82 states that each addition (due to the + sign) of one score, the value of
consumer motivation will increase the score by 0.82 times. So every 1 time
increase in the score is predicted to result in an increase in purchasing decisions
of 0.82X. The coefficient of determination which shows the effect of consumer
motivation (variable X) on the ups and downs of purchasing decisions (variable
Y) is 73.18%. While the remaining 26.82% is influenced by other factors that are
not discussed in this study