PENGARUH FAKTOR SOSIAL DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPEDA MOTOR YAMAHA DI KABUPATEN DEMAK

Abstract

ABSTRACT

This study aims to analyze the influence of social factors and customer value on purchasing decisions for Yamaha motorcycle products. The population is everyone who has ever bought a Yamaha motorcycle, with a sample of 75 people and uses the Roscoe formula. The sampling technique using convenience sampling. The results of testing the hypothesis using the two-stage regression method showed that the value of t arithmetic social factors on purchasing decisions 0.072 <t table = 1.993 with a significance of 0.943> α = 0.05 (significant), then hypothesis 1 (H₁) was not proven and had a positive effect. This can be interpreted that the higher the social factors, the purchasing decision process may not necessarily be fast. The value of t calculate the value of customers to the purchase decision 0.843 <t table = 1.993 with a significance of 0.402> α = 0.05 (significant), then hypothesis 2 (H₂) is not proven and has a positive effect. This can be interpreted that the higher the customer value is not necessarily the purchasing decision process happens quickly..

Keywords: Social Factors, Customer Value, Purchasing Decisions.