Title: ANALYSIS OF CONSUMER DECISIONS TO BUY MOTORCYCLES IN THE CITY OF SURABAYA.

Author: Didin Fatihudin

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

 

Abstract

Motorbikes are a means of transportation that is needed by all people in Indonesia, especially in Surabaya. Various brands of motorbikes are produced: Honda, Yamaha, Suzuki, Kawasaki, Vespa, etc. In the beginning, motorbikes were considered superior goods, but now their value is only inferior goods, so motorbikes are an urgent need to be purchased and owned to help smooth transportation. Each consumer has different abilities in making purchasing decisions. The more limited a consumer's financial capacity is, the more careful the consumer will be in considering it before deciding which product is worth buying to achieve high satisfaction. There are many variables that consumers take into consideration when making a decision to buy a product, for example product attributes, price, payment method, resale value and many others. The same is true for motorbike products. Therefore, the author is interested in researching and analyzing the variables that influence consumer decisions to buy motorbikes in the Municipality of Surabaya, studying the Honda, Yamaha, Suzuki, Kawasaki and Vespa brands. The problem is what variables influence consumers' decisions to buy a motorbike 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) predicts that the variables above can jointly influence motorbike consumer decisions; (2) it is suspected that product attributes have a dominant influence; (3) there are differences in decisions to choose a 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 this hypothesis, this is done using the F Test, t Test and Durbin Watson Test. The sample consisted of 500 respondents using a Cluster Random Sampling type sampling technique. The results of 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; MOTOR CYCLE

 

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