PENGARUH PSIKOLOGIS KONSUMEN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR SPORT KAWASAKI NINJA 250R DI KOTA PADANG

Abstract

In analysis of customers’ behavior, a company seems to observe psychological factors namely : motivation, perception, learning, and attitude. Factor of behavior is an important indicator that influence the forming of customers’ decision to purchase a product. The objective of this research was to know the effect of motivation, perception, learning, faith, and attitude toward decision of purchasing Kawasaki Ninja 250R sport motorcycle in Padang. Time of this research was from january Until march 2014 The population of this research was all customers who had bought and used Kawasaki Ninja 250R sport motorcycle with the sample as many as 120 respondents. The data collecting was done by using questionnaire. The data were analyzed by using multiple linear regression test.
Research findings showed that motivation positively and significantly influenced the decision of purchasing, perception did not positively and significantly influence the decision of purchasing, learning did not negatively and significantly influence the decision of purchasing, attitude positively and significantly influenced the decision of purchasing, price positively and significantly influenced the decision of purchasing Kawasaki Ninja 250R sport motorcycle in Padang. It is suggested to the next researcher to continue this research by using other variables such as promotion, marketing system, etc. To the producer of Kawasaki Ninja 250R sport motorcycle, it is suggested to understand trends and interests of motorcycle users in order to catch the customers’ interests of Kawasaki Ninja 250R sport motorcycle and encourage them to purchase Kawasaki Ninja 250R sport motorcycle.
Keywords : Motivation, Perception, Learning, Attitude, and Price, Decision of p purchasing