Abstract
The automotive industry is one of the industries with the largest growth rate in Indonesia. The motorcycle is chosen as the most favorite means of transportation due to their superiority in affordability, maintenance costs, fuel costs and effectiveness of travel time. Among companies that compete fiercely for this market niche are PT. Astra Honda and PT. Yamaha Indonesia Motor Manufacturing. Both of them recently launched a new variant in the premium automatic scooter segment namely Yamaha NMax 155 cc and Honda PCX 150 cc. Although Honda dominates the scooter market segment in general, the AISI data in the early semester of 2018 shows that the achievement of sales of Honda PCX is far behind their closest competitor, Yamaha NMax in the range of 2:8. So that it becomes interesting for the researchers to know the perceptions of quality, features, style, and design of Honda PCX's attributes on consumer decisions in purchasing related products. Respondents involved in this study were 60 members of the HPCI (KAPURSUCI) community, Purwakarta, Subang and Cikarang using non-probability sampling techniques, which is accidental sampling on filling each questionnaire. The results of this study conclude that there is a positive influence between product attributes possessed by Honda PCX (quality, features, and product design) on the purchasing decisions.
Highlights
1.1 Research BackgroundIndonesia is one of the countries in Asia that has significant growth in the automotive sector with a prediction of total sales of around 2.3 million vehicles by 2019
Product attribute variables were measured through the product quality dimension, product feature dimension, and product design dimension
The product design dimension has the highest average score which means that product attribute variables can be described through the design of the product offered
Summary
1.1 Research BackgroundIndonesia is one of the countries in Asia that has significant growth in the automotive sector with a prediction of total sales of around 2.3 million vehicles by 2019. Data from the Indonesian Motorcycle Industry Association (AISI) in 2018 showed that Honda was still the leader of the scooter motorcycle market in Indonesia, Honda recorded a decline in market share of around 3-4% at the beginning of 2018. This is what made Honda recently launched a new variant to the automatic premium category named Honda PCX 150 cc. This automatic motorcycle by Honda does look different in general; the design is deliberately made bigger and wider to give a more sporty and stylish impression, supported by a variety of solid color choices in the motorcycle body. Honda PCX 150 cc has been equipped with eSP technology (enhanced smart power), ACG starter, and is equipped with
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