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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Ade Indah Sari Harahap
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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The Effect of Rational Motivations, Emotional Motivations, Promotions, and Brand Images on the Purchase Decision of Yamaha Motorcycles at Alfa Scorpii Rantauprapat Ade Indah Sari Harahap; Ade Parlaungan Nasution; Elida Florentina Sinaga Simanjorang
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 3 (2021): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i3.2305

Abstract

This study aims to determine the effect of rational motives, emotional motives, promotions, and brand image on motorcycle purchasing decisions on Yamaha consumers at Alfa Scorpii Rantauprapat. Purposive sampling is a sampling technique in this study. Research data obtained by distributing research questionnaires to 89 respondents. The data analysis technique used is Multiple Linear Regression Analysis, F Test, t Test, and Coefficient of Determination, using the help of the IBM SPSS Statistics 16 application. The results show that (1) rational motives and emotional motives partially influence purchasing decisions ( 2) promotion, and brand image partially have no effect on purchasing decisions (3) rational motives, emotional motives, promotions, and brand image simultaneously affect purchasing decisions (4) the results of the Multiple Linear Regression equation are Y = 2.204 + 0.326X + 0.358X + 0.045X + 0.132X and (4). the value of the coefficient of determination is 0.313.
Co-Authors Ade Parlaungan Nasution, Ade Parlaungan Elida Florentina Sinaga Simanjorang