Comparative study of official manufacturers, automotive journalists, and Indonesian citizens preferences in choosing 150cc sports motorcycle products using topic modeling with LDA Algorithm (Study of Honda CBR150R and Yamaha All New R15 V3)

Abstract

The high potential of the Indonesian motorcycle automobile sector market has increased the level of competitiveness between motorbike manufacturers. As two of Japan's big four manufacturers with the most wholesalers, Honda and Yamaha must maintain a continual innovation approach to maintain a competitive advantage over competitors. Knowing consumer's preferences is essential for protecting the business and gaining a competitive advantage in the market. Consumers must choose their product above others, and companies must ensure that this happens. This study investigates the factors of Indonesian citizens considering choosing a 150cc sports motorcycle, and examines the variations in the features of the 150cc sports motorcycle market, based on claims from motorcycle manufacturers, automotive media journalists, and social media comments from Indonesian citizens. This study is categorized as qualitative research, using crawling and scraping of 4,554 online user-generated content data from Twitter and YouTube social media, five automotive review websites, and two official manufacturer websites. Data processed by Latent Dirichlet allocation (LDA) topic modeling algorithm uses a coherence score to explain the dataset's interpretability and the topic's output quality. According to the official manufacturer, the result indicates that the factors of engine performance, braking grip, handling stability, and sporty design were the priority characteristics of the ideal 150cc sports motorcycle. Furthermore, engine performance, sporty design, and handling stability factors are priority characteristics of the ideal 150cc sports motorcycle according to automotive journalists. Meanwhile, the sporty “Moge” look design factor, engine performance, on the road (OTR) prices, and consumer reference prices are the priority characteristics of the ideal 150cc sports motorcycle according to Indonesian citizens. Businesses can use these findings to establish and manage corporate innovation and influence consumers to buy the product by considering their preferences.