ANALYSIS OF FACTOR INFLUENCING CONSUMER BEHAVIOR IN PURCHASING YAMAHA MOTORCYCLE BRAND

Abstract

With the development of science and technology, the company is also growing - industry companies, both large industries and small industries. Hence, every company will compete to apply science and technology to support every product produced from the company. Similarly, a company engaged in the automotive field, they fought against their competitors to win the market, with its technological advantage. They hoped that with advanced technology can create a product that consumers like and needed. Researchers aim in conducting scientific research are as follows: To find out what factors influence the purchase of Yamaha brand motorcycles at a student based on Factor Product, Price, Promotion, Place, People, Process, and Physical Evidence in a purchase decision. And to know where the dominant factor in influencing consumer behavior in the purchase of Yamaha brand motorcycles. This study uses factor analysis tools. The data used are primary data. The data was obtained from answers to questionnaires filled by each respondent. The results reveal that the factors influencing the purchase of Yamaha brand motorcycles is a factor and Factor Marketing Products & Services. And the most dominant factor in influencing consumer behavior in the purchase of Yamaha brand motorcycles Marketing Factor.