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CHAPTER I INTRODUCTION
1.1 Background
The advances in technology that are increasingly developing provide convenience for humans. The rapid development of technology, makes humans As a being with infinite needs, wishing will always be there is a new technology that will meet their needs. However, consumers will be selective in consuming the goods or services the company want to meet their needs. The motor is one of the results technological advances in the automotive sector. Judging from the size, price, and In operation, the motorcycle is a very important means of transportation practical. People use motorbikes to help with their activities be it work, trade, and various other activities that require transportation (Wahyuningsih, 2019).
The growth of the automotive industry, especially motorcycles, is one of the industries with a fairly rapid growth rate, along with the increasing number of people who need this means of transportation. One type of transportation that is most needed and most in demand is a motorbike. This is because motorbikes as a means of transportation are easy to use, fast, and able to overcome congestion, because of their small and slim shape (Firmansyah 2016) in Yuniarto and Hasanah (2020).
The importance of understanding consumer desires for products needs have attracted the attention of various industries, including in Automotive industry.
Currently, technological developments in the automotive world are very fast, especially motorcycles. Motorcycle production is no longer only aimed at meeting the basic needs of the community for the benefit of mobilization, but also progress towards a lifestyle. Various types of the design form, accessories and engine capacity of the motorcycle are developed to attract consumers interest (Rasyid and Indah, 2018).
2 Yamaha is one of the motorcycle brands circulating in Indonesia. In Indonesia, Yamaha sells three types of motorcycles, namely motorcycles duck, motor sport, and motor matic. Yamaha as an automotive company which is currently developing must have realized the existence of competition. Yamaha always gives trust and hope to continue to give the best to its customers (Wibisono and Budiatmo, 2020).
Automatic motorbikes are still a favorite among automatic motorbike lovers, because it is considered more practical and comfortable when used. One type of automatic motorcycle sold in Indonesia is the Yamaha N-max. The N-max motorbike is a pioneer of the automatic type with a big motor (MOGE) body, thus bringing a new atmosphere for automatic motorbike lovers who currently have almost the same shape as various types of automatic motorbike brands. Since it was launched in 2015, Yamaha N-max has become the choice because it has its own advantages both in terms of product attributes which are very good when viewed from the quality and quality. From other aspects such as features, reliability, function, applied technology, as well as in terms of benefits and others, and especially in terms of a more attractive form (Yuniarto and Hasanah, 2020).
Product attributes are one of the aspects that can influence the formation of a strong brand image and become the basis for consumers in making purchasing decisions. In determining the purchase, consumers will know in advance about the character of the product to be purchased and then compared. The product will be purchased if the attributes embedded in a product have criteria that are in accordance with what consumers want. In building a strong brand image, product attributes become an important element to create differentiators and elements attached to the brand, to make consumers will have confidence that the attributes that exist in a product are products of a particular brand. According to Tjiptono (2008) in Ariasa et al, (2018) product attributes are important elements that are seen by consumers and serve as the basis for making a purchasing decision on a product.
Further, to introduce its products the Yamaha company intensively carries out promotional activities to attract consumer buying interest, including making
3 advertisements through print and electronic media, distributing them to the public, holding musical performances, providing free services for Yamaha motorcycle users, and others. Advertising is based on information about the advantages and benefits of a product, which is then arranged in such a way that it generates interest for those who see or hear it, thus advertising will affect consumer buying behavior for a product. In communicating products to consumers through promotional activities is also important. Promotion is an activity carried out by companies to highlight product features and persuade consumers to buy.
Promotion strategy combines advertising, personal selling, sales promotion and publicity into a program integrated way to communicate with buyers and others who will ultimately influence purchasing decisions (Basu Swastha and Irawan 2001) in Susriyanti (2018). It should be noted that a product is said to be good if consumers have never heard of it and are not sure about the product, then potential consumers will not make a purchase.
A good brand will put the product on top other competitors and make it the first choice. Basically the brand will be personality, character and spirit of the company. Intense competition allows large scale promotion to rely on company owned brands. More intense promotions carried out through social media will support increased brand awareness a product (Schivinski and Dabrowski, 2015) in Ramadayanti (2019). Before the consumer makes a decision purchase, consumers should know some brand on the market. Because of that consumers need to know about the brand awareness. Brand awareness is a person's ability to potential buyers to be recognized or remembered back that the brand is part from a certain product category (Humdiana 2005) in Ramadayanti (2019).
The purchase decision is the responsibility of the seller for the quality of the goods he sells which can be provided in the form of a follow-up consultation. or warranty in the form of replacement of damaged goods, maintenance, provision of spare parts and so on. For the purchase decision itself, Yamaha is known to have a fairly good service. This can be seen from the many official workshops owned by Yamaha. In addition to its official workshop, Yamaha is also known for its motorcycle parts which are quite easy to find. Purchasing decisions become
4 something that is profitable for the company, this is because with purchase satisfaction it is expected to make consumers loyal. If the occurrence of a relationship of consumer dissatisfaction will have a negative impact on the company, besides that there will be no satisfaction. from the company, new consumers will not be interested in buying. or using products offered by the company (Rasyid and Indah, 2018). Purchasing decisions are a buying decision- making process which includes determining what to buy or not to buy and the decision is obtained from previous activities (Assauri, 2004) in Rasyid and Indah (2018). while the purchase decision according to Sutisna (2002) in Rasyid and Indah (2018), is a decision made by consumers to buy a product that begins with an awareness of the fulfillment of needs and desires which Assael calls need arousal.
This research focuses on consumers of Yamaha N-max motorcycles on the Island of Bengkalis. The author considers it important to examine the effect of product attributes, promotions and brand awareness on purchasing decisions for Yamaha N-max motorcycles. The reason for choosing the object of this research is because the number of Yamaha N-max motorcycle users has increased so rapidly.
Based on the above background, the authors is interested in conducting a study entitled "The Influence of Product Attributes, Promotions, and Brand Awareness on Purchasing Decisions for Yamaha N-Max Motorcycles on the Island of Bengkalis".
5 1.2 Formulation of the Problem
Based on the background that has been stated above, the formulation of problem can be presented is :
1. Is there any influence and how much influence of the product attributes on purchasing decisions for Yamaha N-Max Motorcycle on the Island of Bengkalis?
2. Is there any influence and how much influence of the promotion on purchasing decisions for Yamaha N-Max Motorcycle on the Island of Bengkalis?
3. Is there any influence and how much influence of the brand awareness on purchasing decisions for Yamaha N-Max Motorcycle on the Island of Bengkalis?
4. Is there any influence and how much the influence of product attributes, promotions and brand awareness on purchasing decisions for Yamaha N- Max Motorcycle on the Island of Bengkalis?
1.3 Purpose of the Study
Based on the formulation of the problem above, the objectives to be achieved in this study are:
1. To determine the influence and how much influence the product attributes on purchasing decisions for Yamaha N-Max Motorcycle on the Island of Bengkalis.
2. To determine the influence and how much influence the promotion on purchasing decisions for Yamaha N-Max Motorcycle on the Island of Bengkalis.
3. To determine the influence and how much influence the brand awareness on purchasing decisions for Yamaha N-Max Motorcycle on the Island of Bengkalis.
4. To determine the influence and how much the influence of product attributes, promotions and brand awareness on purchasing decisions for Yamaha N-Max Motorcycle on the Island of Bengkalis.
6 1.4 Benefits of the Study
From the results of this study, it is hoped that it will provide the following benefits:
1. Theoretical benefits : a. For researchers
This research is part of the learning process which is expected to add insight, knowledge, and reasoning power to make the company can better understand the application of the theories that have been studied in college.
b. For other researchers
This research can be used as a reference and reference for further research.
c. For readers
Can increase knowledge and insight regarding purchasing decisions for special transportation equipment for Yamaha N-max motorcycles.
And can be used as reference material and information for interested parties for further research in the same field.
2. Practical benefits
For companies, with this research it is hoped that the company will get information to find out the marketing strategy that will be carried out in order to maintain and increase buying interest in making purchasing decisions.
1.5 Scope and Limitation of the Problem
On the limits of the problem under study becomes clear and not widespread, in this study the authors limit the problem to the following matters:
1. Consumer characteristics include gender, profession, age, and average expenditure.
2. The research focused on owners of Yamaha N-Max Motorcycle on the Island of Bengkalis.
7 3. Respondents studied were Yamaha N-max Motorcycle user on the Island of
Bengkalis.
1.6 Writing System
To facilitate the discussion and elaboration in detail in this research thesis proposal report, the report is prepared with a systematic writing:
CHAPTER I : INDTRODUCTION
Chapter I explains the background of the research, the formulation of the problem, the research objectives, the benefits of the research, the scope and limitations of the problem, and the systematics of writing reports.
CHAPTER II : LITERATURE REVIEW
Chapter II contains previous research, the theoretical basis.
CHAPTER III : METODH AND ACCOMPLISHMENT PROCESS
Chapter III describes the location, time and object of research, types and sources of data, data collection techniques, data processing techniques, data analysis methods, types of research, definitions of concepts and operational variables, research schedules and budgets.
CHAPTER IV : RESULT AND DISCUSSION
Chapter IV describes the research results, discussion and limitations of the research results. The results of the thesis are made in the form of data or in other forms to make it easier to follow the description of the discussion. The discussion of the results obtained is made in the form of a qualitative theoretical explanation.
CHAPTER V : CONCLUSION AND SUGGESTION
Contains conclusions along with suggestions and research.
