Analisis Pengaruh Gaya Hidup dan Harga Terhadap Keputusan Pembelian pada Sepeda Motor Merek Honda

This study was motivated by the increasingly competitive automotive industry and the various factors considered by consumers when making purchasing decisions, including lifestyle and price. This study aims to analyze the partial effect of lifestyle on purchasing decisions, the partial effect of price on purchasing decisions, and the simultaneous effect of lifestyle and price on the purchasing decisions of Honda motorcycles among the people of Bengkalis Regency. This research employed a quantitative method with an associative approach. The sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, and F-test with the assistance of SPSS version 25. The results showed that lifestyle partially had a positive and significant effect on purchasing decisions, with a t-value of 4.051 and a significance value of 0.000. Price also had a positive and significant partial effect on purchasing decisions, with a t-value of 9.150 and a significance value of 0.000. Simultaneously, lifestyle and price had a positive and significant effect on purchasing decisions, with an F-value of 189.244 and a significance value of 0.000. Therefore, the more suitable the consumer's lifestyle and the better the consumer's perception of price, the higher the purchasing decision for Honda motorcycles among the people of Bengkalis Regency.