Pengaruh Kepribadian, Teman Sejawat dan Harga terhadap Keputusan Pembelian Sepeda Motor Honda PCX di Kalangan Generasi Z: Studi pada Dealer Wahanaartha Ritelindo Cabang Brigjend Katamso Medan

Consumer purchasing decisions for premium motorcycles among Generation Z are shaped by psychological, social, and economic considerations, particularly personality, peer influence, and price. This research examines these factors in relation to the purchase decision for Honda PCX among Generation Z consumers at Wahanaartha Ritelindo, Brigjend Katamso Branch, Medan. A quantitative approach was employed involving 31 Generation Z consumers who purchased Honda PCX motorcycles during the specified research period, with all members of the population included through saturated sampling. Primary data were collected using a five-point Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination with the assistance of SPSS. The findings indicate that personality does not have a significant partial effect on purchase decisions (t = 1.875; p = 0.072), while peer influence also does not have a significant partial effect (t = 1.235; p = 0.227). In contrast, price has a positive and significant partial effect on purchase decisions (t = 3.463; p = 0.002). Simultaneously, personality, peer influence, and price significantly influence purchase decisions (F = 25.943; p < 0.001), with an R² value of 0.742, indicating that the three variables collectively explain 74.2% of the variation in purchase decisions. The findings highlight price as an important consideration in Generation Z’s decision to purchase Honda PCX.