IDENTIFIKASI FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM PEMBELIAN SEPEDA MOTOR HONDA DIRANAH BATAHAN KABUPATEN PASAMAN BARAT

Abstract

As a means of transportation, a motorcycle is one of the alternative means of transportation that people's choice. Public demand for motorcycles is increasing providing opportunities tasty for motorcycle manufacturers to innovate the product. The goals to be achieved in this study are: To determine the factors that influence consumer decisions in the purchase of Honda motorcycles in Sphere Batahan West Pasaman. This research was conducted at the regional sphere Batahan West Pasaman. Who became the public sphere of the population throughout the West Pasaman Batahan who use Honda brand motorcycles. The samples used in this study was 138 respondents. In this study the techniques used in sampling is purposive sampling. It can be concluded there are four main factors behind the public sphere Batahan West Pasaman in using Honda motorcycles. The first factor is the convenience and image Honda motorcycles. The second factor is the Spare parts and treatments offered are supported by keiritan item in the use of fuel, spare parts are easy to find, has a body striping colors varied and easy to maintain. A third factor affecting people's desire Sphere Batahan West Pasaman to buy a motorcycle Honda is the agility and technology which includes the availability of authorized workshops, the sound of a motorcycle engine Honda smooth, very nimble and agile for any heavy terrain and winding and technologically super-advanced. The fourth factor is to find an authorized workshop covering authorized workshops are easy to find.
Keywords: Identification, Factors, Effect, Consumer