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Analisis Proses Keputusan Pembelian Konsumen Terhadap Produk Sepeda Motor Di Kota Pontianak

On based, each human must have needs, and to survive in their live, human have to fulfill that needs especially for primer needs. Initially for almost peoples, their primer needs only such as need for clothes, foods, and board. However during developing era, that primer needs encreased, that is need for the transportation vehicles. Such as that was fell by most of Pontianak City people. They need transportation vehicles to make esier their daily activities, like to go to school, or going to office. However the increasing needs to transportation vehicles dont supported by general transportation wich was limitied. Therefore, people try to fulfill that needs by buying the personal vehicles that suit with their purpose and their income. With road condition in Pontianak that there are still many small streets, and cant be use for car, and than about the cost of care and petrol, so thats why they deside to buy the motorcycle to solue the problem. In order to know about characteristics of consumer, who buying and use the motorcycle, and how a process of consumer decisioning buying motorcycle in Pontianak City. To know about consumer characteristics who buy and use motorcycle in Pontianak, and how they deside to buy a motorcycle in a good product in Pontianak, the writer did research through the using of quasioner that spread out to 100 people as participant, it consist of Honda consumer, Yamaha, Suzuki, Kawasaki, and Chinese motorcycle product. Based on analyse result about problem through qualitative analyse, we can conclude that (29%) participants in age of 17  26 years, (76%) participants are man, (45%) participants are senior high school graduation, (46%) of participants are private worker, and (60%) participants have income around Rp. 501.000  Rp. 1.000.000 a month. In the process of buying, (97%) participants told that motorcycle is their main need. Information resources are from external, with the product quality, promotion, and service need to be considered. And the most important in the process of buying is consumers self that depend on family or personal income. And the last (70%) participants told that they feel satisfy with their motorcycle.

ISBN/ISSN No.:

Series Name:

Author: Asnawati

Publisher: Universitas Tanjungpura (2009)

Language: Indonesian

Location: Universitas Tanjungpura

Digital Content:
  1. ASNAWATI B11103109.pdf (937 KB)
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