Analisis Faktor-Faktor yang Mempengaruhi Konsumen dalam Pengambilan Keputusan Pembelian Sepeda Motor Honda di Kecamatan Keruak

The purpose of this study is to determine whether cognitive factors, affective factors, and environmental factors influence consumers in considering purchasing decisions for Honda motorcycle products, and to identify which factor has the most dominant influence on consumers’ purchasing decisions regarding Honda motorcycle products. This study employs a qualitative research approach using descriptive data analysis. The sample was selected from the population using the accidental sampling method, resulting in a total of 100 respondents. Based on the analysis of raw data collected in the field and processed using the computerized statistical program SPSS version 16.0, the results indicate that the cognitive, affective, and environmental variables have a significant influence on purchasing decisions for Honda motorcycles in Keruak District. Furthermore, among the three variables influencing consumer purchasing decisions, the cognitive factor is the most dominant variable affecting consumers’ considerations when making purchasing decisions for Honda motorcycles in Keruak District.