ANALISIS KARAKTERISTIK KONSUMEN DAN ATRIBUT PRODUK SEBAGAI DASAR KONSUMEN DALAM MENGAMBIL KEPUTUSAN PEMBELIAN KENDARAAN RODA DUA DI DEALER HONDA KURNIA KASIH BOYOLALI

Abstract

The aims of this study were: 1) To find out the product attributes attached to two-wheeled vehicles consisting of; ease of spare parts, fuel economy, maintenance costs, used models and selling prices. 2) To find out the more dominant relationship between product attributes consisting of ease of spare parts, fuel economy, maintenance costs, models and used selling prices with consumer characteristics. This research was conducted at the Honda Kurnia Kasih Boyolali Dealer. The subjects in this study were consumers/customers of Honda two-wheeled vehicles at the Kurnia Kasih Boyolali dealership. The number of respondents in this study were 100 people/respondents. Determination of the sample using the sample design system. The results of the study found that consumer characteristics as seen from age, education, occupation, and income were strongly related to the product attributes of Honda's two-wheeled motorcycles which included spare parts, fuel economy, and used selling prices. It is also known that work with spare parts is the strongest relationship in deciding to purchase a two-wheeled vehicle in the Boyolali Regency area. While the weakest is the relationship between age and fuel economy. Key words: consumer characteristics, product attributes of branded two-wheeled, Vehicles Honda, chi square test.