INFLUENCE OF AUTOMATIC MOTORCYCLE ATTRIBUTES ON CONSUMER CHOICE DECISION

• Main Author: Hendrawan, Rizka
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/35580
• Institution: Institut Teknologi Bandung

Motorcycle sales in Indonesia have a downward trend in 2011 - 2017, but for export sales have an increasing trend. In first semester 2018, motorcycle sales were higher than sales at the same time in the 2017 year which amounted to 3,003,000 units of motorcycles. The current trend of the motorcycle is the automatic segment, sales in 2009 is 38,7% and became 83,9% in 2018. The 65-149cc engine capacity is favorite in the Indonesia market, but starting shifting to 150-1400cc because people need a vehicle with more power. Therefore there is an automatic motorcycle with 140-250cc engine capacity as one of the solutions offered to the customer. People usually choose the best suitable motorcycle for their utility, so it will depend on the product itself. Every product has attributes as basic considerations of someone in making a purchase decision. So, to maintain and increase the sales, a new understanding is needed about the attribute that influences the costumer’s decision to buy a motorcycle in the automatic segment. The methodology used in this research is using the market research framework theory. The research approach is using the Discrete Choice Model. There are nine attributes (price, styling/design body, fuel consumption, engine capacity, dealer, service and repair, color, brand, feature and accessories, and technology) and three alternatives choice for the non-labeled experiment (motorcycle A, B, and C) In the making of the stated preference (SP) questionnaire, researcher apply D-efficient design using NGENE. There are 40 combinations that have been generated from NGENE and divided into four blocks (four questionnaires, each questionnaire consists of ten questions). Data was collected using online questionnaire tools and distributed to 150 respondents then get 1500 data observations. To analyze the survey data, the researcher uses BIOGEME software to estimate multinomial logit (MNL) model. There is 7 significant attributes that influence customer decision, there are Brand name (t-test = 10,33), fuel efficiency (8,35), price (-5,37), Engine capacity (4,4), Color (3,28), Feature & accessories (2,93), and Number of dealer, service & repair (2,68). Based on the elasticity analysis, only Brand Name which elastic to consumer decision, the other is inelastic. The suggested strategy is focused on four significant attributes: build a strong brand, develop low fuel consumption & high engine capacity with low price product of automatic motorcycle. The other attributes (color, feature & accessories, number of dealer & service) use as refreshment product strategy in the market.