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The problem of this research is there are so many people who use Honda Beat motorcycle in last one year. It is because the behavior of consumers who have high preference towards Honda Beat motorcycle compared to the other motorcycles. Preferences can be seen from the consumers’ budget to buy a motorcycle and Honda Beat’s product attributes. Subjects of this study are Honda Beat motorcycle users in Kelurahan Padasuka Bandung with 100 Honda Beat users as the samples. The method used in this research is an explanatory survey using questionnaire as data collection tool. Simple linear regression is used for the data analysis technique by applying Eviews 6 program. The research result shows that a budget variable has negative correlation and insignificant on preferences. This is because consumers have been helped by credit system so high and low budget does not affect the consumer to have a Honda Beat motorcycle. However, a product attributes variable have positive correlation and significant on preferences. This means that the higher quality of Honda Beat attributes affect the higher consumers’ preferences on goods and services. In addition, Honda Beat motorcycle users are satisfied with the features, quality, reliability and service provided compared to the other motorcycles’ attributes. Hence, product attributes will influence consumer preferences level to Honda Beat motorcycle.

Effect of Budget and Product Attributes Against Consumer Preferences (Survey on the village community Padasuka Bandung)