Motivation, Consumer Perception and Attitude Toward Decision Purchasing Motorcycle Brand "Honda"

Effect of Motivation, Perceptions and Attitudes Toward Consumer Purchase

Decision Motorcycles brand "Honda"

in West Surabaya Region

ABSTRACT
 
The purpose of this study is to investigate and analyze the influence of motivations, perceptions and attitudes of consumers toward purchasing decisions. Units / object of this research is that consumers or purchasers and users of Honda motorcycles in the area of ​​West Surabaya. The survey results revealed that motivation, perception, consumer attitudes are positive and significant influence on purchase decisions of Honda motorcycles. The benefits of this research can be used as information in an attempt to increase the volume of sales through consumer behavior.Keywords: motivation, perception, consumer attitudes and purchasing decisions.

CHAPTER I

INTRODUCTION

BACKGROUND

     The development of today's business has been characterized by a wide range of competition in every field. Seeing these conditions cause more businesses are required to have the right strategy to meet sales volume targets.
     Given the increasingly dynamic technological developments, man charged with quickly and appropriately to bertindakagar not compete. According to Kotler (2002:34), in increasing competition each company should be able to win the competition by displaying best products and can meet consumer tastes are always evolving and changing.
     Along with the changing times and the increasing need for tools to bring fresh air transportation for automotive companies, especially in the area of ​​motorcycles, which are needed by many people besides the price is affordable and easy to maintain. Currently, many emerging brands of motorcycles with a variety of models, designs, providing a good quality and the prices are quite competitive. For companies engaged in the automotive field this is an opportunity for market share. One brand that favored by most people since the first is the brand Honda. To compete in the Honda products are always creating new inventions which adapted to the changing times and the desire of the public to keep their products sold. The products offered by the company can be one of the formation of motivation, perceptions and attitudes of consumers in making purchasing decisions. Besides, it is easy to get the kind of motorcycle transportation equipment today is very easy because the loan program can be done in advance affordable by all levels of society. Consumer behavior is influenced Olek age, sex, occupation and income. Under increasing public demand for personal transport equipment such as motorcycles and increasing competition to win consumers, the authors are interested in examining "Influence Motivation, Perception, and Attitudes toward Consumer Purchase Decision Motorcycles brand" HONDA "in the area of ​​West Surabaya."

Problem Formulation

Based on the existing background, the authors make the following statement masalahsebagai:

1. Is there any influence of motivation, perceptions and attitudes of consumers toward purchasing decisions motorcycle brand "HONDA" in the area of ​​West Surabaya?
2.  What are the factors affecting the price of customer satisfaction with the purchase of a motorcycle brand "HONDA" in the area of ​​West Surabaya?
3.  What are the factors affecting the quality of customer satisfaction with the purchase of a motorcycle brand "HONDA" in the area of ​​West Surabaya?
4.  What are the factors affecting customer satisfaction with all purchases motorcycle brand "HONDA" in the area of ​​West Surabaya?
   

Objectives and Benefits
     The purpose of this study is to investigate and analyze the influence of motivation, perceptions and attitudes of consumers toward purchasing decisions motorcycle brand "HONDA" in the area of ​​West Surabaya. And the benefits of this research, to meet the needs and desires of the community based on priorities and needs in the form of primary goods and secondary goods. This motorcycle as a means of personal transportation is quite effective for the family.

CHAPTER II

LITERATURE REVIEW

Study of Theory
     In this analysis, the study discusses the comparisons - comparisons concerning the subject matter, such as the comparison of the overall funding ratio pervariabel. In terms of comparing the quality possessed by motorcycle brand "HONDA" with other packaging products.

Hypothesis
From the research hypothesis can be taken are:
      There was a significant effect of motivation, perception, consumer attitudes influence the purchase decisions of consumer perceptions influence the purchase decisions of consumer attitudes influence purchasing decisions.

CHAPTER III

Research Methodology

Research Design

     Based on the background and formulation of the problem as well as the characteristics of the object under study can be classified as research that uses hypothesis. The research was based on the fact that there is in the community about the selection of two-wheeled transportation device that motorcycle brand "Honda" in the area of ​​West Surabaya.
Types and Sources of Data
     The type of data used is the data interval, expressed in numbers ranging from the smallest scale to the largest, but it has the same distance between the numbers one to another number (1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree). while the source data used are primary. Data were obtained through questionnaires distributed to respondents in West Surabaya area consists of seven districts, namely District Asemrowo, Sukomanunggal, Tandes Benowo, Pakal, Lakarsantri and Sambikerep.

Identification of Variables
Independent Variable :
     In this study, there are three independent variablesas follows: 
- Consumer Motivation (X1) 
- Consumer Perceptions (X2) 
- Consumer Attitudes (X3)

Dependent Variable :
- Purchase Decision (Y)

Operational Definition

1. Consumer Motivation : It is a driving force within a force consumers to act to meet what is wanted or needed
2.  Consumer Perception : The response of consumers to the presence of an object or product to be chosen
3. Consumer Attitudes : Evaluative Assessment of consumers towards a particular object or product of interest
4. Purchase Decision : The final choice made by consumers in meeting the desires or needs
   

Sampling Techniques
     The sampling technique used was random sampling on the purchasers and users of motorcycle brand "Honda" in the area of ​​West Surabaya. The number of samples using a large sample that is> 30 (Djarwanto, 1999: 4) that is 125 people. According to Nazir (1998:221) the number of samples determined at the sole discretion, provided that the sample is fairly representative of the population with consideration of cost and time.

Data Analysis Techniques
     For statistical calculations in this study As for the use of SPSS data analysis techniquesdescribed as follows: 
- Multiple Linear Regression Analysis 
- Multiple coefficient of determination (R2) 
- Multiple Correlation Coefficient (R) 
- Partial Correlation Coefficient (r)

CONCLUSION

     Motivation in itself will affect a person (consumer) in making a purchase because it is based on impulse possessed such an assessment of quality, price, convenience of usage of the required items. The role of consumer perceptions will influence the purchase decision, but this is simply because everyone will have a different perception of an object therefore purchase decision will be quickly accomplished when there positive perceptions of the items to be bought. Perception can be the assessment of what is attached to a product that can give rise to satisfaction and convenience to consumers. Attitude is a stimulus that can lead to consumers interested in buying an item, of course, the attitude that emerges is a positive example: trust, emotional transform and have a product with a high awareness of advantages and disadvantages. According to Guiltinan, Paul (2001: 423) says that consumers will drop their preferences for goods purchased driven by the technological, cultural and economic slowdown.

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