Penelitian ini bertujuan untuk mengetahui: (1) Motivasi Konsumen (2) Persepsi Kualitas (3) Sikap Konsumen, dan (4) Keputusan Pembelian Sepeda Motor Honda Di Kota Tarakan. Penelitian ini mengambil populasi seluruh konsumen Sepeda Motor Honda di Kota Tarakan dan teknik pengambilan sampel menggunakan metode Purposive Sampling dengan jumlah responden sebanyak 200. Pengumpulan data dilakukan menggunakan kuesioner yang telah diuji validitas dan reliabilitas. Teknik analisis data yang digunakan adalah uji regresi dengan alat SPSS 16. Hasil penelitian menemukan bahwa. (1) Motivasi Konsumen berpengaruh positif terhadap Keputusan Pembelian (2) Persepsi Kualitas berpengaruh positif terhadap Keputusan Pembelian (3) Sikap Konsumen berpengaruh positif terhadap Keputusan Pembelian.

This study aims to determine: (1) Consumer Motivation (2) Perception of Quality (3) Consumer Attitudes, and (4) Purchase Decision Honda Motorcycles In the City of Tarakan. This study took the population of all consumers Honda Motorcycles in Tarakan City and sampling techniques using the method of Purposive Sampling with the number of respondents as much as 200. Data collection was done using questionnaires that have been tested for validity and reliability. Data analysis technique used is regression test with SPSS 16 tool. The result of the research found that. (1) Consumer Motivation has a positive effect on Purchasing Decision (2) Quality Perception have positive effect on Purchase Decision (3) Consumer Attitudes have positive effect on Purchase Decision