AFFECTIVE PREFERENCES OF GENERATION Y AND Z INDONESIAN USERS TOWARDS SCOOTER DESIGNS

• Main Author: Bagus Panuntun, Harsanindhitya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47209
• Institution: Institut Teknologi Bandung

The scooter is presently one of the most popular modes of transportation for Indonesians. Since 2011, the trend of scooter design has changed rapidly and increasingly diverse, as various designs with different specifications and features were offered by manufacturers. At the end of September 2019, at least 39 scooter models with different designs were available in the Indonesian market (almost 2.5 times more than 2011). This increase aimed to elicit diverse preferences of consumers. However, some scooter models are deemed less attractive by consumers, which leads to a reduction in the emotional satisfaction of the consumers. Since design became an influential reason in buying a scooter, there is a need to understand how Indonesian consumers' preferences towards scooter designs. Accordingly, this study was sought to explore the preferences of Indonesian Y and Z generation toward scooter designs. The semantic differential method and MANOVA analysis were applied to measure differences of gender and age groups in adopting scooter design attributes. 100 scooter users in Jakarta and Bandung were involved as respondent. The results indicated that the preferences of Indonesian consumers towards scooter designs lead to a balance between the role of the scooter as supporting daily activities and supporting lifestyle/hobbies/ pleasure, with medium-big body size and ‘center tunnel’ type of frame being the most preferred by consumers from all genders and age groups. Furthermore, scooters with emotional designs (especially ‘fashionable’ and ‘sporty' scooters with 'big-bike image’), but still suitable for the riders' posture and have functional benefits are currently becoming a trend and tend to be increasingly favored by Indonesian consumers from all genders and age groups. These results were discussed as they may lead to a detailed study on scooter design attributes. The output can be used as an initial reference for scooter designers, manufacturers, and design researchers in order to cope with the sentimental demand of today’s consumers.