Analysis of factors that influence consumer behavior in purchasing HONDA motorbikes

“RESEARCH DESIGN”

By:

Fransiska X S Mawuntu

16061103034

INTERNATIONAL BUSINESS ADMINISTRATION

FACULTY OF ECONOMICS AND BUSINESS

UNIVERSITY OF SAM RATULANGI

MANADO

2019
 CHAPTER I

INTRODUCTION

1.1 Background

In this globalization era there are so many motorcycle brands offered to consumers such as
the YAMAHA brand, HONDA, SUZUKI, KAWASAKI, KTM and so on. Where each of these
motorcycle brands strives to make its products superior to other brands then, good and appropriate
marketing activities that play an important role in supporting the business continuity and
development of a company. In other words, the producer must be able to win the hearts of
consumers about the results of a production sold and try to satisfy their consumers. In
understanding consumer behavior, it is certainly not easy because consumers have different
characteristics as of unlimited human needs besides being influenced by other external and internal
conditions that directly affect consumer behavior. These external factors include culture, sub-
culture, social class, social groups, reference groups, and families. While internal factors are
factors that exist in the consumer itself (psychological) which includes: learning, personality, and
self-concept, and attitude. (Stanton, 1996: 155). And therefore, consumers must be able to control
changes in behavior by trying to compensate, that is by influencing consumers to buy products
offered and through periodic evaluations for the survival of the producers themselves. Not all
motorbikes are in demand by most consumers, but only a few. HONDA motorbikes seem to have
become the demands of motorbike riders, especially motorists who do not want to bother when
they want to move the gear of the motorbike, because this motorbike does not use a gear shifting
system on other duckbikes. But when driving the driver just simply adjust the gas. Seeing this
situation, the authors are interested in conducting research on consumer behavior which is one of
the bases in implementing marketing strategies to achieve goals, namely to provide satisfaction to
consumers, so that it is expected to lead to increased sales which have a direct impact on increasing
the market.

1.2 Problem Statement

1. Are factors such as price, taste, quality, resale price, prestice, and promotion
simultaneously influencing consumer behavior in buying a HONDA motorcycle?
 2. From these factors, which factor is the most dominant influence on consumer behavior
towards the purchase of a HONDA motorcycle?

1.3 Research purposes

1. To find out the behavior of consumers in purchasing HONDA motorbikes, judging by the
price, taste, quality, resale price, prestice, and promotion.
2. To find out the most dominant factors affecting consumer behavior in HONDA motorcycle
gears.

1.4 Benefits of Research

1. This research is expected to be a material consideration and input for companies in

establishing policies and strategies in the field of marketing to offset their business
ventures.
2. It is expected to be a consideration for further research.
 CHAPTER II

LITERATURE REVIEW

2.1 Theoritycal Review

Definition of Marketing

In connection with the problems found in this research, theories and concepts that require
explanation are recorded. In many companies today, marketing plays a role as an important factor
in surviving business and struggling in the world of competition. Marketing is an important factor
as the company's strategy in running its business, especially those related to consumers. The word
marketing comes from the word market, or it can also be interpreted by a mechanism that meets
demand and supply. According to Kotler (2002: 9) "Marketing is a social process in which
individuals and groups get what they need and want by creating, offering, and freely exchanging
valuable products with other parties". According to Stanton (1996: 6) "Marketing is an overall
system of business activities aimed at planning, determining prices, distributing goods and services
that can satisfy the needs of both existing buyers and potential buyers." According to Lamb, Hair,
Me Daniel (2001: 6) "Marketing is a process of planning and carrying out concepts, prices,
promotions, and a number of ideas, goods and services to create exchanges that are able to satisfy
individual and organizational goals." From the above three definitions it can be concluded that
marketing is basically not only the activity of selling goods or services but also includes activities
to fulfill desires and needs by trying to influence consumers to be willing to buy goods and services
of companies through the creation, supply and exchange of valuable products. It is very important
for marketing managers to understand the behavior of consumers. So that companies can develop,
determine prices, promote, and distribute products better. By studying consumer behavior,
managers will know the opportunity, identify, and determine market segmentation.

Consumer Behavior

According to Private (1996: 6) "Consumer behavior can be defined as the activities of individuals
who are directly involved in obtaining including using goods and services decisions in preparation
and determining these activities." According to Peter J. Paul and Jerry C. Olson (200: 6)
"Consumer behavior is a dynamic interaction between the influence and condition of events around
the environment, where humans do aspects of exchange in their lives." From the two types of
definitions above, there are two important things about consumer behavior, namely the process of
returning decisions and physical activities. involve individuals in valuing, obtaining and using
goods and services economically. In other words, consumer behavior is the study of consumer
behavior in the sense of actions taken to buy a particular item or service.

Factors Affecting Consumer Purchasing Behavior

a. Culture has the most extensive and profound influence on consumer behavior which consists of
culture, sub-culture, and social class. Culture is the most important character of a social that
distinguishes it only from other cultural groups to be the determinant and most basic desires and
behaviors. Each culture consists of a whole culture, divided into a strata or social class, social class
is a group of people who both consider closely the similarities between themselves.

b. Social Factors In general, consumers often ask the opinion of others from around and their
environment about what products to buy. That is why this social environment has an influence on
consumer behavior, this social factor consists of 3 (three) parts, namely: reference group, family,
and someone's role. With opinions obtained from a group, consumers can make consumption
decisions, family as the most important consumer purchasing organization also directly affects
someone's decision to buy everyday items. A product or brand can describe the role and status of
the user.

c. Personal Factors From babies to adults and growing old, humans always need goods and
services. The choice of items purchased is automatically influenced by the economic situation and
lifestyle concerned. Lifestyle is a way of life for someone who is seen through activities and a
luxurious lifestyle, of course, will determine the choice of quality goods and services. In addition,
personality and self-concept also influence product choice, self-concept is how consumers
perceive themselves which includes attitudes, perceptions, beliefs, and self-evaluation because it
is very useful in analyzing consumer behavior so that companies use concepts related to one's
personality.

d. Psychological Factors Psychological purchasing attitudes are influenced by 4 (four) main

psychological factors, namely: motivation, perception, learning, and trust. Motivation is a form
that encourages someone to do something in accordance with the goals to be achieved. Through
the motivation of the process of observation and learning someone gains trust in a product that
automatically influences consumer purchasing behavior. Consumers develop some beliefs about
the characteristics of a product and then form a consumer attitude towards the product.

e. Personal Factors According to Kotler (2002: 204) "The purpose of marketing is to influence and
satisfy the needs and desires of targeted customers. In the field of consumer behavior this learns
how individuals, groups, and organizations choose, buy, use, and dispose of goods and services,
ideas, or experiences in order to satisfy the decisions of their desires. Companies that carefully
research or quesioner the decision processes that exist in their types of products.

2.2 Analysis Framework

Factors that influence the level of satisfaction of HONDA motorcycle customers in the student
environment  Response to customers The level of satisfaction of HONDA motorcycle
customers in the student environment.

2.3 Research Hypothesis

a. Ho I Hypothesis: Alleged factors such as price, taste, quality, resale price, prestice, and
promotion, simultaneously have no effect on consumer behavior in purchasing HONDA
motorcycles.

Ha: Allegedly factors such as price, taste, quality, resale price, prestice, and promotion
simultaneously affect consumer behavior in purchasing HONDA motorbikes.

b. Ho Hypothesis II: It is assumed that quality factors do not have a dominant influence on
consumer behavior in purchasing HONDA motorcycles

Ha environment: It is assumed that quality factors have a dominant influence on consumer

behavior in purchasing HONDA motorcycles in the environment.
 CHAPTER III

RESEARCH METHODOLOGY

a. Research sites

b. Population and Samples

1. Population research The population in this study included all UNSRAT students who
bought HONDA motorbikes.
2. Research Samples Because the population is very large, namely more than 100 and limited
time, and energy possessed, the number to be taken as many as 50 respondents contained
in the population. Where according to Arikunto (2002: 12) if the population of more than
100 people is taken up to 5% -10% or 20% -30% of the total population. Whereas according
to Guilford (1987: 125) the number of samples taken is greater than the minimum
requirement of 30 respondents where the larger the sample will provide accurate results.

c. Types and Data Sources

1. Data Types
The types of data used in this study are: (a) Qualitative Data Namely data in the form of
words, sentences, schemes, and images, such as the literature and theories relating to the
research of the author. (b) Qualitative Data Namely data in the form of numbers or
qualitative data that are scanned.
2. Data Sources
Sources of data in this study are: (a) Primary Data Namely data obtained directly from
research respondents through interviews and questionnaires in the field.

d. Data Collection Techniques

The method of data collection in this study are: (a). Interview is a method that directly interviews
the correspondent with several questions to get primary data.

(b). Questioner Namely data collection techniques by providing a set of questions or written
questions to the respondent to answer.
References

Stanton, William J.1996. Principles of Marketing (translation). Issue 7, volume 1. Erlangga.

Jakarta.

Lamb, Hair, Mc Daniel. 2001. Marketing (translation). Indonesian Language Edition, First
Volume. Fouremba four. Jakarta.

Kotler, Philip.2002.Marketing Management (translation). Millennium Edition, volume 1.PT.

Prenhallindo. Jakarta.

Enggel, Blackwell, Miniard. 1994. Consumer Behavior (translation). Sixth Edition. First Volume.
Binarupa Aksara. Jakarta.

Arikunto, Suharsimi.2002. Research Procedure. Editions of Revision of V.PT. Robin Cipta.

Jakarta.

http://4g92mivec.wordpress.com/2014/03/11/data-penjualan-motor-februari-2014-suzuki-perlu-
kerja-lebih-eras /

http://www.astra-honda.com/website/tutup-semester-pertama-2014-ahm-pimpin-62-pangsa-
pasar/#. U_tyW1YZREw