Open AccessAssessing the Pricing Persceptives of Motorcycle Product Attributes on Customer Behavior
Author(s) -
Suryadi,
Yunia Afiatin,
Ludfi Djajanto
Publication year - 2022
Publication title -
international journal of finance and banking studies
Language(s) - English
Resource type - Journals
ISSN - 2147-4486
DOI - 10.20525/ijfbs.v11i1.1538
Subject(s) - business , nonprobability sampling , product (mathematics) , advertising , marketing , fuel efficiency , sample (material) , quality (philosophy) , consumption (sociology) , descriptive statistics , consumer behaviour , mathematics , engineering , statistics , automotive engineering , population , philosophy , chemistry , social science , geometry , demography , epistemology , chromatography , sociology
In Indonesia, motorbikes dominated public transit, making motorcycle sales extremely competitive for a number of brands, particularly Honda and Yamaha. The goal of this research is to identify and assess the effects of pricing perspective qualities, brand advantages, media branding, promotions, after-sales guarantee, products, colors, and designs, as well as fuel consumption as motor product items on consumer behavior. Purposive sampling was used in this investigation, with a total sample size of 194 participants. Using SPSS software, descriptive analysis and multiple linear regression analysis were used to analyze the data. The findings show that Honda's products play a larger role in the execution of its marketing plans, accounting for 87.75 percent of the total, with Yamaha's quality accounting for the remaining 79.40 percent influenced by other factors. This shows that respondents choose motorcycles with the following criteria: Engine, Media Branding, Price, Advertising and Fuel Consumption affect consumer behavior to buy both Honda and Yamaha products.