PENGARUH FAKTOR LINGKUNGAN SOSIAL DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA BEAT PADA PT. SELAMAT LESTARI MANDIRI MOTOR SUKABUMI

Abstrak

ABSTRACT

1. Selamat Lestari Mandiri Motor Sukabumi is a private company engaged in the field of service and sales of vehicle. The problem identified in the research was the decrement of Buying Decision that was predicted to be caused by Social Environment Factor and Quality Perception. The research was aimed at determining the influence of Social Environment Factor (Variable X1) and Quality Perception (Variable X2) toward Buying Decision (Variable Y).

            The research methods applied were descriptive and associative. The techniques of collecting data applied were observation, interview, questionnaire, documentation and literature review. The technique of analyzing data applied was Multiple Linier Regression technique.

            Based on the data acquired from the analysis result, it shows that the influence of Social Environment Factor toward Buying Decision is amounted to 0.526. Meanwhile, the influence of Quality Perception toward Buying Decision is amounted to 0.031. Thus, the amount of the influence Social Environment Factor and Quality Perception toward Buying Decision is aggregated to 0.537 or namely 53.7%; the influence of other factors that are excluded from the research is amounted to 46.7%.

            The result of calculating Hypothesis Test F count < F table is namely 50.490<2.36, so that H₀ is rejected and H₁ is accepted. It means that there is significant influence between Social Environment Factor and Quality Perception toward Buying Decision.

Keywords: Social Environment Factor, Quality Perception, Buying Decision.