Yamaha Nmax Motorcycles Purchase Decisions in the Sumbawa District: Effects of Product Design, Lifestyle, and Reference Groups
  • Author(s): Fendy Maradita ; Reza Muhammad Rizqi
  • Paper ID: 1703524
  • Page: 77-84
  • Published Date: 21-06-2022
  • Published In: Iconic Research And Engineering Journals
  • Publisher: IRE Journals
  • e-ISSN: 2456-8880
  • Volume/Issue: Volume 5 Issue 12 June-2022
Abstract

Due to the lack of mass transportation facilities in Indonesia, private vehicles, both motorbikes and cars, have become the people's main choice. According to data from the Ministry of Transportation, 72 percent of families choose motorbikes for their main transportation. Of every 1,000 residents in Indonesia, there are 210 motorcycles or a scale of 4.7:1. Motorcycles have become idols because they are affordable, practical, and have low operating costs. Motorcycles are a means of transportation that can help users in carrying out their daily activities. Especially when driving on roads that usually experience severe traffic jams. Motorcycles can be more effective and time-saving to solve the problem of traffic jams. This study aims to examine whether the Effect of Product Design, Lifestyle and Reference Groups on Purchase Decisions (Case Study on Yamaha NMAX Motorcycles in Sumbawa District). This research uses quantitative methods. The sample in this study amounted to 100 respondents obtained by non-probability sampling method with purposive sampling technique. The data obtained were processed using multiple linear analysis techniques through SPSS software. The results of the analysis in this study indicate that the variables of Product Design, Lifestyle and Reference Groups have a significant effect on purchasing decisions. The data obtained were processed using multiple linear analysis techniques through SPSS software. The results of the analysis in this study indicate that the variables of Product Design, Lifestyle and Reference Groups have a significant effect on purchasing decisions. The data obtained were processed using multiple linear analysis techniques through SPSS software. The results of the analysis in this study indicate that the variables of Product Design, Lifestyle and Reference Groups have a significant effect on purchasing decisions.

Keywords

Product Design, Lifestyle, Reference Group and Purchase Decision.

Citations

IRE Journals:
Fendy Maradita , Reza Muhammad Rizqi "Yamaha Nmax Motorcycles Purchase Decisions in the Sumbawa District: Effects of Product Design, Lifestyle, and Reference Groups" Iconic Research And Engineering Journals Volume 5 Issue 12 2022 Page 77-84

IEEE:
Fendy Maradita , Reza Muhammad Rizqi "Yamaha Nmax Motorcycles Purchase Decisions in the Sumbawa District: Effects of Product Design, Lifestyle, and Reference Groups" Iconic Research And Engineering Journals, 5(12)