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首页> 外文期刊>Journal of Marketing and Consumer Research >Analysis of Influence Factors Reference to Personal and Group Decision to Purchase and Customer Satisfaction Brand Honda Motorcycle in Pekanbaru
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Analysis of Influence Factors Reference to Personal and Group Decision to Purchase and Customer Satisfaction Brand Honda Motorcycle in Pekanbaru

机译：北干巴鲁购买和客户满意度品牌本田摩托车个人和群体决策的影响因素分析

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摘要

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.
机译：这项研究旨在了解个人因素和参考群体对北干巴鲁的购买决定和客户满意度品牌本田摩托车的影响。在这项研究中，个人因素（X1），参考群体（X2），购买决策（Y1），客户满意度（Y2）有四个变量。这项研究的人群是，在北干巴鲁购买本田摩托车的人有160名受访者。通过向受访者提供调查表来收集本研究中的数据。在数据分析方面，本研究使用SPSS 17.0进行路径分析。本研究的结果菜单变量显示个人因素对购买决策具有积极影响和显着影响。参考群体对购买决策具有积极影响和显着影响。个人因素和显着积极影响参考群体和对客户满意度的显着积极影响。购买决策和对客户满意度的显着积极影响。个人因素会影响客户对“购买决定”作为中介变量的满意度。参考组对客户满意度的影响，将购买决策作为中介变量。

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