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<p>This study aims to analyze the influence of rational motives and emotional motives on purchasing decisions with community advice as a moderating variable. This study was conducted on biker as community adviser in Jakarta. The number of samples is 75 data, obtained from the questionaire filled by the respondents. Data analysis uses Structural Equation Modeling (SEM) with Partial Least Square (PLS) test equipment. The results of statistical tests revealed that the rational motives anddoi:10.25105/jmpj.v11i1.2496 fatcat:dxxen5lkz5fr5oezwjm46h3qvu