THE INFLUENCE OF ATTITUDE, SUBJECTIVE NORMS, BEHAVIORAL CONTROL, AND CONSUMER TRUST ON THE DECISION TO PURCHASE USED MOTORCYCLES ON FACEBOOK

This research aims to analyze the influence of attitudes, subjective norms, behavioral control, and consumer trust on the decision to purchase used motorcycles through the Facebook platform. The phenomenon of increased online transactions for buying and selling used motorcycles, particularly on the Facebook social media platform, indicates a shift in consumer behavior. This research uses a quantitative approach with a sample of consumers who have previously purchased used motorcycles on Facebook in the Jual Beli Sepeda Motor Jombang group. Data were analyzed using multiple linear regression with the SPSS 21 analysis tool. The research results show that attitude, subjective norms, and consumer behavior control partially have a significant and positive effect on purchasing decisions. A different result is shown by the consumer trust variable, which has an insignificant effect on purchasing decisions. However, simultaneously (together), attitude, subjective norms, behavior control, and consumer trust have a significant effect on purchasing decisions, amounting to 52.3%. These findings have important implications for facebook used motorcycle sellers in formulating effective marketing strategies, emphasizing the formation of positive attitudes, subjective norms or social influence, behavior control or perceived ease of control, and building consumer trust.