Analysis of consumer attitude using Fishbein multiattributes approach
- Jurnal Internasional
- Abdullah Ramdhani, Dini Turipanam Alamanda, and Hendri Sudrajat
- International Journal of Basic and Applied Science; Vol. No. Bulan, Thn : Vol. 1 No. 1 Bulan Juli Tahun 2012; ISSN : 2301-4458
Abstrak
The development of todays economy growing rapidly, accompanied by
increasingly sophisticated technological advances that led to the emergence of
competition among firms.Increasing number of motorcycle brand in circulation
led to a very tight competition in the motorcycle market, particularly in the type of
motorcycle. This makes the consumer faced with various choices of brands, so the
motorcycle manufacturers need to know the tastes and desires of consumers to
create and sell a motorcycle can be favored by consumers. The purpose of this
study were to determine what attributes are considered important by consumers to
the product brand motorcycle Honda, Yamaha, and Suzuki, and to assess
consumer attitudes toward product attributes motorcycle Honda, Yamaha, and
Suzuki, The model used is multi-attribute attitude model of Fishbein Attitude
Toward to Object Model and the Theory of Reasoned Action. The results of this
study indicate that (1) that are considered important attributes are attached to the
product brand motorcycle Honda, Yamaha, and Suzuki is the attribute Price has
the highest positive score compared * with a score of other attributes for each of
the Honda brand motorcycle , Yamaha, and Suzuki. (2) consumer attitudes
showed a positive attitude in which the score for the Honda is +60.03, +56.14
Yamaha, and Suzuki is +55.00. (3) the dominant factor influencing purchasing
decisions motorcycle products for the Honda brand is a member of the family,
while for the brand Yamaha, and Suzuki are the others
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