Analysis of Factors Affecting Consumer Decisions Buy Motorcycle (Study on City of Surabaya Indonesia)

Abstract

This study aims to determine: (1) the influence of income, motivation, reference group, product attribute, selling price, promotion, service, experience, and location to consumer decision in buying motorcycle; (2) variable of mama among income level, motivation, family, reference group, product attribute, selling price, promotion, service, experience, and location having dominant influence to consumer decision in buying motorcycle; (3) differences in consumer decisions to buy motorcycles in connection with brand selection; (4) differences in consumer decisions to purchase motorcycles between employees of employees and non-employees on the basis of income; (5) marketing strategy done by Honda motorcycle dealers, Yamaha, Suzuki, Kawasaki, and Vespa.