PENGARUH FAKTOR PSIKOLOGIS DAN DAYA TARIK IKLAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA VARIO DI KOTA PADANG

Abstract

This research is aimed to examine empirically the effect of factor psikologis and fascination
advertisement on purchasing decision. The number of sample was used one hundred twenty
respondents by performing purposive sampling. The technique of data analysis by used
multiple linear regresion. To determine the contribution of independent variable on the
dependent variable, the coefficien of determination is used with the result of the influence of
factor psikologis and fascination advertisement on purchasing decision of motorcycle Honda
Vario is in the amuont of fourty one point three percents, and the rest of fifty eight pont seven
percent is influence by the other variables. To test the hypothesis, the test of t count is used,
hypothesis in this study is accepted that there is an influence between factor psikologis and
fascination advertisement of perchasing decision motorcycle Honda Vario in Padang.
Keywords : factor psikologis, fascination advertisement, purchasing decision