Analysis of Factors that Influence the Decision to Purchase a Honda Motorcycle at PT Aksara Honda Motor Medan

Oct 13, 2025 by windailys.com 9 views

Analysis of Factors that Influence the Decision to Purchase a Honda Motorcycle at PT Aksara Honda Motor Medan

Introduction

The decision to purchase a motorcycle is a complex process that involves various factors, including price, service level, and the desire to find variations. PT Aksara Honda Motor Medan, a leading motorcycle dealer in Medan, Indonesia, has been facing increasing competition in the market. To stay ahead of the competition, it is essential to understand the factors that influence consumer purchasing decisions. This study aims to identify and analyze the factors that influence the decision to purchase a Honda motorcycle at PT Aksara Honda Motor Medan.

Methodology

This study uses descriptive quantitative methods, which involve collecting and analyzing data from a sample of respondents. The population in this study consisted of 660 people who had used the services of PT Aksara Honda Motor Medan between October 2012 and December 2012. A sample size of 87 respondents was taken using the purposive sampling method, which involves selecting a sample based on certain criteria. The data collection methods used in this study include documentation studies and lists of questions (questionnaires).

Results

The results of this study showed that:

Simultaneously, price, service level, and desire to find variations have a significant influence on the decision to switch to competitors at PT Aksara Honda Motor Medan. This means that these three factors can jointly influence consumer decisions to move to another motorcycle dealer.
Partially, price, service level, and desire to find variations have a significant influence on the decision to switch to competitors at PT Aksara Honda Motor Medan. This means that each factor independently can influence consumer decisions.
The service level has the most dominant influence on the decision to switch to competitors at PT Aksara Honda Motor Medan. This shows that the quality of services provided by PT Aksara Honda Motor Medan is very important for consumers in determining their choices.

Further Analysis

This finding shows that PT Aksara Honda Motor Medan needs to pay attention to three main factors that influence consumer purchasing decisions, namely prices, service levels, and the desire to find variations.

Price: PT Aksara Honda Motor Medan must ensure the price of their products is competitive in the market. In addition to selling prices, maintenance costs and spare parts also need to be considered.
Service Level: Research shows that the service level is the most dominant factor in influencing purchasing decisions. PT Aksara Honda Motor Medan must provide the best service to consumers, ranging from the purchase process, after-sales service, to handling complaints.
The desire to find variations: Consumers may look for variations in motorcycle choices, features, or technology. PT Aksara Honda Motor Medan needs to consider this and offer a wide selection of products that suits consumer needs.

Suggestion

Based on the results of the study, PT Aksara Honda Motor Medan should:

Improving service quality: Training for staff to improve hospitality and professionalism and facilitate access to after-sales services will increase customer satisfaction.
Maintaining competitive prices: PT Aksara Honda Motor Medan can offer attractive promos or purchasing packages to attract consumers.
Increasing product variations: Launching a new model or product variant that matches the market trend can attract consumers who want more diverse choices.

Conclusion

By paying attention to the factors that influence purchasing decisions, PT Aksara Honda Motor Medan can increase market share and maintain customer loyalty. The study's findings provide valuable insights for PT Aksara Honda Motor Medan to improve its services and products, ultimately leading to increased customer satisfaction and loyalty.

Recommendations for Future Research

This study provides a foundation for future research on the factors that influence consumer purchasing decisions in the motorcycle industry. Future studies can explore other factors that influence consumer decisions, such as brand loyalty, product features, and marketing strategies. Additionally, future studies can investigate the impact of demographic factors, such as age, income, and education level, on consumer purchasing decisions.

Limitations of the Study

This study has several limitations. Firstly, the sample size was relatively small, which may not be representative of the entire population. Secondly, the study only focused on PT Aksara Honda Motor Medan and did not consider other motorcycle dealers in the market. Finally, the study only analyzed the factors that influence consumer purchasing decisions and did not explore other factors that may influence consumer behavior.

Implications of the Study

The study's findings have several implications for PT Aksara Honda Motor Medan and the motorcycle industry as a whole. Firstly, the study highlights the importance of service quality in influencing consumer purchasing decisions. Secondly, the study shows that price and the desire to find variations are also important factors that influence consumer decisions. Finally, the study provides valuable insights for PT Aksara Honda Motor Medan to improve its services and products, ultimately leading to increased customer satisfaction and loyalty.

Conclusion

In conclusion, this study provides valuable insights into the factors that influence consumer purchasing decisions in the motorcycle industry. The study's findings highlight the importance of service quality, price, and the desire to find variations in influencing consumer decisions. By paying attention to these factors, PT Aksara Honda Motor Medan can increase market share and maintain customer loyalty.
Q&A: Factors that Influence the Decision to Purchase a Honda Motorcycle at PT Aksara Honda Motor Medan

Q: What are the main factors that influence consumer purchasing decisions when it comes to purchasing a Honda motorcycle at PT Aksara Honda Motor Medan?

A: The main factors that influence consumer purchasing decisions are price, service level, and the desire to find variations. These factors can jointly influence consumer decisions to move to another motorcycle dealer.

Q: Why is service level the most dominant factor in influencing purchasing decisions?

A: Research shows that the service level is the most dominant factor in influencing purchasing decisions because it directly affects the overall experience of the consumer. Consumers want to feel valued and supported throughout the purchasing process, and a high-quality service level can make all the difference.

Q: How can PT Aksara Honda Motor Medan improve its service level to attract more customers?

A: PT Aksara Honda Motor Medan can improve its service level by training its staff to be more hospitable and professional, and by providing easy access to after-sales services. This can include offering extended warranties, maintenance packages, and other perks that show the consumer that the company is committed to their satisfaction.

Q: What role does price play in influencing consumer purchasing decisions?

A: Price is an important factor in influencing consumer purchasing decisions because it directly affects the consumer's budget. PT Aksara Honda Motor Medan must ensure that its prices are competitive in the market, and that consumers feel that they are getting a good value for their money.

Q: How can PT Aksara Honda Motor Medan maintain competitive prices without sacrificing quality?

A: PT Aksara Honda Motor Medan can maintain competitive prices by offering attractive promos or purchasing packages, and by streamlining its operations to reduce costs. This can include negotiating with suppliers, reducing waste, and implementing more efficient production processes.

Q: What is the desire to find variations, and how does it influence consumer purchasing decisions?

A: The desire to find variations refers to the consumer's desire to have a wide range of options to choose from. This can include different models, colors, and features, as well as the ability to customize the motorcycle to their individual needs. PT Aksara Honda Motor Medan can meet this desire by offering a wide selection of products that suits consumer needs.

Q: How can PT Aksara Honda Motor Medan increase product variations to attract more customers?

A: PT Aksara Honda Motor Medan can increase product variations by launching new models or product variants that match the market trend. This can include introducing new features, colors, or designs, as well as offering customization options that allow consumers to personalize their motorcycles.

Q: What are the implications of this study for PT Aksara Honda Motor Medan and the motorcycle industry as a whole?

A: The study's findings have several implications for PT Aksara Honda Motor Medan and the motorcycle industry as a whole. Firstly, the study highlights the importance of service quality in influencing consumer purchasing decisions. Secondly, the study shows that price and the desire to find variations are also important factors that influence consumer decisions. Finally, the study provides valuable insights for PT Aksara Honda Motor Medan to improve its services and products, ultimately leading to increased customer satisfaction and loyalty.

Q: What are the limitations of this study, and how can future research build on these findings?

A: This study has several limitations, including a relatively small sample size and a focus on PT Aksara Honda Motor Medan. Future research can build on these findings by exploring other factors that influence consumer purchasing decisions, such as brand loyalty, product features, and marketing strategies. Additionally, future research can investigate the impact of demographic factors, such as age, income, and education level, on consumer purchasing decisions.