Analysis of Influence Factors Reference to Personal and Group Decision to Purchase and Customer Satisfaction Brand Honda Motorcycle in Pekanbaru

Abstract

This study aims to see how the influence of Personal Factors and Reference Group of the purchase decision and Customer Satisfaction Brand Honda motorcycles in Pekanbaru. In this study, there are four variables that Personal factor (X1), Reference Group (X2), Purchase Decision (Y1), Customer Satisfaction (Y2). Population of this research is that people who buy a Honda motorcycles in Pekanbaru with a sample of 160 respondents. Collecting data in this study that is by giving a questionnaire to the respondent. In terms of data analysis, this study using path analysis with SPSS 17.0.Results of this study menunujukan that variable Personal Factors positive and significant impact on the purchase decision.Reference group positive and significant impact on the purchase decision.Personal factors and significant positive effect on customer satisfaction.Reference group and significant positive effect on customer satisfaction. Purchase decisions and significant positive effect on customer satisfaction. Personal factors affect the Customer Satisfaction with the Purchase Decision as a mediating variable. Reference group influence on customer satisfaction with the purchase decision as a mediating variable.

Keywords: Personal Factors, Group refernsi, Purchase Decision, Customer Satisfaction.