PENGARUH DESAIN PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR HONDA SUPRA X : Survei pada Anggota Honda Astrea Supra Team Bandung

Agung Permadi, - (2007) PENGARUH DESAIN PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR HONDA SUPRA X : Survei pada Anggota Honda Astrea Supra Team Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

In the modern era just like now, the business competition has made the
companies trying to winning the competition. Therefore they have to play modern
marketing strategy concept which consumers oriented to take good market and to
be the leader in the industry. The automotive industry were divided onto two kind
of industry, four wheel automotive industry such as cars, etc and two wheel
industry such as motorcycle. The motorcycle demand as large as the growth of
population makes the motorcycle industry grow more and more, these situation
effecting not only the world's economic growth but also Indonesia's economic
growth.
There's several name of company who role the motorcycle market share
such as Honda, Yamaha, and Suzuki. Honda which is the leader of this business
from many years ago have to face with new competitors, because of that Honda's
market share as the leader were drowned about 3% or approximately 301.011
unit in January - mei 2006. From the Pre Survei data, this fenomena caused by
Honda's product design (about 9,47% from total point of the product dimension)
which is not better than the competitors product design
Based on the problem statement, a research was conducted about The
influence of product design towards buying decision process of Honda Supra X
motorcycle. The object of this research are Honda Supra X motorcycle users
which joined in to Honda Astrea Supra Team (HAST). The independent variable
(X) are product design, such as shape, feature, durability, conformance quality,
reability, easy to fixed, and style as the sub variables or indicator; and the
dependent variable (Y) are buying decision process. The type of the research is
descriptive verificative, and the method of the survey technique are systematic
random sampling, with 100 respondent as a sample. The data used are from
primary and secondary data, and the technique to analyze the data is multiple
regression technique which using correlation coefficient, determination
coefficient, F test and t test.
The result of this research indicates that the influence of product design
towards buying decision process are about 83,2%, and the rest of 16,8% was
influenced by another causes. The biggest and significantly influence are came
from durability, the second one is feature, style, easy to fixed, and shape.
Therefore, The Company needs to increase their product design not only
from those factors who has the biggest influence, but also from those who hasn't
influenced such as conformance quality and reability as a Company marketing
strategies in affecting buying decision process.

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Item Type:	Thesis (S1)
Uncontrolled Keywords:	Survei pada Anggota Honda Astrea Supra Team Bandung
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Ekonomi
Depositing User:	Moh. Rizal Syahrial
Date Deposited:	29 Dec 2022 08:29
Last Modified:	29 Dec 2022 08:29
URI:	http://repository.upi.edu/id/eprint/81726

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