Consumer attitude, Product attribute, Theory of reasoned action The development of today's economy growing rapidly, accompanied by increasingly sophisticated technological advances that led to the emergence of competition among firms.Increasing number of motorcycle brand in circulation led to a very tight competition in the motorcycle market, particularly in the type of motorcycle. This makes the consumer faced with various choices of brands, so the motorcycle manufacturers need to know the tastes and desires of consumers to create and sell a motorcycle can be favored by consumers. The purpose of this study were to determine what attributes are considered important by consumers to the product brand motorcycle Honda, Yamaha, and Suzuki, and to assess consumer attitudes toward product attributes motorcycle Honda, Yamaha, and Suzuki, The model used is multi-attribute attitude model of Fishbein Attitude Toward to Object Model and the Theory of Reasoned Action. The results of this study indicate that (1) that are considered important attributes are attached to the product brand motorcycle Honda, Yamaha, and Suzuki is the attribute Price has the highest positive score compared * with a score of other attributes for each of the Honda brand motorcycle , Yamaha, and Suzuki. (2) consumer attitudes showed a positive attitude in which the score for the Honda is +60.03, +56.14 Yamaha, and Suzuki is +55.00. (3) the dominant factor influencing purchasing decisions motorcycle products for the Honda brand is a member of the family, while for the brand Yamaha, and Suzuki are the others
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.