FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEBEK DI CV. JAYA ABADI UNGARAN

Abstract

Todays customers buying decisions is a major concern business. In the world. The nost directly related parties to the decision to buy customers are marketers, consumer, consumer behavior and reseaerchers. Due to the success company is not considered how much of products sold or conduct that how much to buy consumer products consumer or how many success ful obtained. But how to retain consumer and also every business must understand the basic concept of marketing, the factors that effect marketing, find out information about consumer needs and desires of the marketing mix until the determination of the target market

            This study used multiple linear regression analysis using SPSS. To get a good estyimate and interpretation of the samples that this study investigated a total of 100 respondent to region Ungaran, Ambarawa, Salatiga. The sampling technique in this research is used with sampling accidental samples 100 people who used motorcyles use duck the change to meet if deemed suitable as sunch data source.

            Studi show that seven independent varibales is, the price, promotyion, brand awareness, brand image, personality has significant positive effect on purchase decision dependent variables. The result from multiple linear regression coefficient 6.148 having variable price, then followed by a promotion with variable coefficient of brand awareness 2. 789, 17.60 brnd image and variable coefficient value of popularity can effeted other variable.

Keyword          : Pruduct Quality, Price,Prmotion, Brand Awareness, Bard Image,

                         Personality Brand, Popularity, Buy decisions