Analisa Faktor-faktor yang Dipertimbangkan Konsumen dalam Membeli Sepeda Motor di Kotamadya Malang

Abstract

So many new products have penetrated the motorcycle market in Indonesia. Currently there are +/- 57 new motorcycle brands competing in the motorcycle market. With the presence of these new entrants, it will certainly affect changes in the motorcycle market share. This is what prompted researchers to conduct research on the factors considered by consumers in buying motorcycles in Malang City. The results of the analysis show that there are 10 factors considered by consumers in buying motorcycles with a total cumulative diversity of 64.6%. The ten factors are: After-sales guarantee factor, pre-order and advertising factors, price factor, quality factor, discount and gift factor, adequate stock factor, brand factor, loyalty factor, product specification factor, and advertising and insurance factors