ANALISIS SIKAP KONSUMEN DALAM KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK JIALING DAN VIAR DI KOTA BANDAR LAMPUNG

Abstract

This study is conducted based on the fact that there are many motorcycle brands distributed
in the market. The effect of economic crisis striking Indonesia caused the change of attitude pattern
of the customers. This condition make motorcycle manufactures rearrange marketing program which
has been set up. Customer’s attitude toward a product has very important meaning for the
manufacturer in creating marketing program, and there is general assumption that the customer’s
attitude serves as strong factor to predict customer’s behavior, to predict product demand in the
future and to develop appropriate marketing program.
The purpose of this study is : (a) to determine and analyze the customer’s attitude in
purchasing JIALING and VIAR branded motorcycle; (b) to determine and analyze the effect of
customer’s social environment toward subjective norm in decision making of purchasing JIALING
and VIAR branded motorcycle; (c) to find out and analyze different attitude of the customer toward
JIALING and VIAR branded motorcycle products.