PENGARUH FAKTOR INTERNAL PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA DI PT. MITRA PHINASTIKA MUSTIKA SURABAYA
DOI:
https://doi.org/10.30742/equilibrium.v3i9.218Keywords:
motivasi, persepsi, sikap, belajar, keputusan pembelianAbstract
Studi ini meneliti pengaruh faktor internal yang terdiri dari motivasi, persepsi, sikap, belajar terhadap keputusan pembelian sepeda motor merek Honda di PT Mitra Phinastika Mustika Surabaya. Hasil analisis menunjukkan bahwa faktor internal yang terdiri dari motivasi, persepsi, sikap, belajar, secara serempak mempunyai pengaruh yang signifikan terhadap keputusan pembelian sepeda motor merek Honda di PT. Mitra Phinastika Mustika Surabaya. Diantara faktor internal tersebut diatas yang mempunyai pengaruh dominan terhadap keputusan pembelian sepeda motor merek Honda di PT. Mitra Pinasthika Mustika Surabaya adalah motivasi.References
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