Pengaruh Motivasi Konsumen Dan Persepsi Kualitas Terhadap Keputusan Pembelian Sepeda Motor Honda (Studi Pada Konsumen Sepeda Motor Honda Di Jakarta Selatan)
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Institusion
STIE Indonesia Banking School
Author
Qarunia, Jiffi
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-18 03:25:03
Abstract :
Although Honda is currently the market leader in Indonesian motorcycle market, during 2006-2010, it experienced a decline in market sales percentage compared to its competitor. However, from 2010 onwards, Honda gains back its market share percentage. This can be interpreted as a turnaround of consumer buying decision over Honda motorcycle. This research will study the effects of consumer motivation and perceived quality towards consumer buying decision of Honda motorcycle in South Jakarta region. This research uses quantitative method. Data were collected by questionnaire and interview techniques. The respondents in this research are 100 people of Honda motorcycles consumer who live in South Jakarta. Three hypotheses are formulated and tested using Multiple Regression Analysis. The result of this research indicates that there are significant influences, either partial or simultaneous between consumer motivations and perceived quality towards consumer buying decision. Keywords: Consumer Motivation, Perceived Quality, Buying Decision.
Although Honda is currently the market leader in Indonesian motorcycle market, during 2006-2010, it experienced a decline in market sales percentage compared to its competitor. However, from 2010 onwards, Honda gains back its market share percentage. This can be interpreted as a turnaround of consumer buying decision over Honda motorcycle. This research will study the effects of consumer motivation and perceived quality towards consumer buying decision of Honda motorcycle in South Jakarta region. This research uses quantitative method. Data were collected by questionnaire and interview techniques. The respondents in this research are 100 people of Honda motorcycles consumer who live in South Jakarta. Three hypotheses are formulated and tested using Multiple Regression Analysis. The result of this research indicates that there are significant influences, either partial or simultaneous between consumer motivations and perceived quality towards consumer buying decision. Keywords: Consumer Motivation, Perceived Quality, Buying Decision.
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