This study aimed to determine whether lifestyle affected to decision purchase of Kawasaki Ninja Motorcycle in Jember. The samples were subjected to experiment as many as 60 respondents Kawasaki Ninja users registered as members of Kawasaki Ninja Jember motorcycle association and retrival of data in the form of qustionnaires. Analysis used is multiple regresion liniear analysis. As for the processing of the data were analyze with the help of a computer program SPSS 16.0 for Windows. From the analysis it was found that the variabel factor of lifestyle that consists Utilitarian Purchases, Indulgences, Lifestyle Luxuries, And Aspirational Luxuries have a significant influence (significant) towards the decision of purchase Kawasaki Ninja. Results of analysis of the coefficient of determination (R ²) of 0.643, which means that the independent variable (Utilitarian Purchases, Indulgences, Lifestyle Luxuries, And Aspirational Luxuries) effect on the dependent variable (purchase decisions) of 64.3%, while the remainder is equal to 35, 7% is influenced by other factors outside the model. For The Company Manufacturing Kawasaki Ninja must improve the quality of the product, but not only the quality but also the features and new innovation that support the product, so the customers of the users of Kawasaki Ninja feel satisfaction then keep it to be the first choice of purchase decision.

This study aimed to determine whether lifestyle affected to decision purchase of Kawasaki Ninja Motorcycle in Jember. The samples were subjected to experiment as many as 60 respondents Kawasaki Ninja users registered as members of Kawasaki Ninja Jember motorcycle association and retrival of data in the form of qustionnaires. Analysis used is multiple regresion liniear analysis. As for the processing of the data were analyze with the help of a computer program SPSS 16.0 for Windows. From the analysis it was found that the variabel factor of lifestyle that consists Utilitarian Purchases, Indulgences, Lifestyle Luxuries, And Aspirational Luxuries have a significant influence (significant) towards the decision of purchase Kawasaki Ninja. Results of analysis of the coefficient of determination (R ²) of 0.643, which means that the independent variable (Utilitarian Purchases, Indulgences, Lifestyle Luxuries, And Aspirational Luxuries) effect on the dependent variable (purchase decisions) of 64.3%, while the remainder is equal to 35, 7% is influenced by other factors outside the model. For The Company Manufacturing Kawasaki Ninja must improve the quality of the product, but not only the quality but also the features and new innovation that support the product, so the customers of the users of Kawasaki Ninja feel satisfaction then keep it to be the first choice of purchase decision.

http://digilib.unmuhjember.ac.id/gdl.php?mod=browse&op=read&id=umj-1x-rezapahlev-4721