CONSUMER DECISION ANALYSIS BUYING MOTORCYCLES IN THE CITY OF SURABAYA.

Amount: CONSUMER DECISION ANALYSIS BUYING MOTORCYCLES IN THE CITY OF SURABAYA.

Authors: Didin Fatihudin

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

Motorcycles are a means of transportation that are needed by all people in Indonesia, especially in Surabaya. Various brands of motorcycles are produced: Honda, Yamaha, Suzuki, Kawasaki, Vespa, etc. In the beginning, motorcycles were considered as superior goods, but now they are only valued as inferior goods, so that motorcycles are an urgent need to be purchased and owned to help smooth transportation. Every consumer has different abilities in making purchasing decisions. The more limited the ability of funds owned by consumers, the consumers will be more careful in weighing, before deciding which product is worth buying to achieve high satisfaction. Many variables are taken into consideration by consumers in making decisions to buy a product, such as product attributes, prices, payment methods, resale value and many others. Therefore, the authors are interested in researching and analyzing the variables that influence consumer decisions to buy motorcycles in the Municipality of Surabaya, studies on Honda, Yamaha, Suzuki, Kawasaki and Vespa brands. The problem is what variables influence consumer decisions to clean motorcycles in Surabaya. The variables studied include; Income, Motivation, Family, Reference Group, Product Attributes, Price, Promotion, Service, Experience and Location. Then which variable has the most dominant influence among these variables. Are there differences in brand selection decisions, employee and non-employee decisions. Hypothesis (1) is suspected that the above variables can influence the decision of motorcycle consumers together; (2) it is suspected that product attributes have a dominant influence; (3) there are differences in the decision to choose a brand (brand); (4) there are differences in the decisions of employees and non-employees. The analytical model used is Multiple Regression Analysis and Chi Square (Xl). To test the hypothesis, the F test, t test and Durbin Watson test were used. The sample amounted to 500 respondents using a sampling technique type Cluster Random Sampling. The results of the research and analysis with the help of the microstat program obtained the following regression equation Y = 1,63 + 0,12X1 1,69E 02X2 0,11X3 + 2,880E 02X4 + 0,16X5 + 0,14X6 + 9,222E 02X7 + 0,12X8 + 0,20X9 + 7,468E 02X10.

Keywords: CONSUMER; MOTORCYCLE

sources: http://repository.unair.ac.id/34924/