Pengaruh Faktor Psikologis Konsumen Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Islam Riau)

ABSTRACT THE INFLUENCE OF CONSUMER PSYCHOLOGICAL FACTORS ON YAMAHA MOTORCYCLE PURCHASE DECISION (Case Study of Students of the Faculty of Economics, Riau Islamic University) By HARIADI This study aims to determine the psychological factors of consumers on purchasing decisions for Yamaha motorbikes for students of the Faculty of Economics, Riau Islamic University. The sample in the study amounted to 91 people using accidental sampling method, the data was processed using IBM SPSS 23.0 as a research analysis tool. This research uses descriptive methods and simple linear regression analysis, namely by analyzing the data that has been collected and then tabulated and linked with the theoretical basis studied in the center. Based on the results of the hypothesis test, it shows that consumer psychological variables have a positive and significant effect on purchasing decisions for Yamaha motorbikes for students of the Faculty of Economics, Riau Islamic University with a significance level below 0.05. The amount of contribution given by the consumer psychological factor variable to the purchase decision of a Yamaha motorbike is indicated by the coefficient of determination R Square (R2) of 0.521 or 52.1%, while 47.9% is influenced by other factors that are not included in the research model