Consumer Behavior Analysis In Purchasing Decisions Of Yamaha Motorcycles At Jaya Perkasa Motor Sumedang

Abstract

Public demand for motorcycles is always increasing. The motorcycle automotive manufacturers
compete with each other to offer their products. Yamaha is one of the biggest and best automotive
companies, especially in Indonesia. In the current uncertain economic situation as a result of the
Covid 19 pandemic crisis which has resulted in a sluggishness in motorcycle sales which has had an
impact on the motorcycle sales marketing process. So before marketing their products, companies
need to pay attention to consumer behavior first. Because consumer behavior will be the target for
purchasing products that will be marketed. The purpose of this research is to analyze consumer
behavior in determining the purchase of a Yamaha motorcycle at Jaya Perkasa Motor Sumedang.
This study uses qualitative methods with a descriptive approach and belongs to field research with
semi-structured interviews and documentation as data collection techniques. The findings from this
study are that prospective motorcycle consumers in buying a motorbike have many considerations to
get the motorbike they want, such as what are the advantages, affordable prices, if purchased on credit
with low interest and how long does the delivery process take because the current process is through
ordering goods first or indent for 1 month to 3 months to purchase a motorcycle unit