PENGARUH ATRIBUT PRODUK DAN HARGA TERHADAP SIKAP KONSUMEN PADA SEPEDA MOTOR MEREK HONDA DI KOTA PADANG

Abstract

ABSTRACT
Consumer attitudes reflect whether a person is happy or not happy, likes or
dislikes, and agree or disagree on an object. The object that is intended to be a brand,
services, retailers and others. This study aimed to examine the influence of product
attributes and pricing on consumer attitudes to brand Honda motorcycle in the city of
Padang. the population of users of Honda motorcycles in the city of Padang certainly
not countless, so the sampling method used was accidental sampling. In this study,
using a sample of 138 people who use motorcycles brand Honda. Methods of data
analysis used multiple linear regression analysis. From the analysis it was found that
the product attributes and pricing influence on consumer attitudes in choosing a Honda
motorcycles.