INNOVATION AND BRAND IMAGE TOWARD CONSUMER BUYING ATTITUDES OF MOTOR BIKE MATIK CLASS IN BANDUNG (SURVEY ON POTENCIAL BUYER MOTORBIKE IN BANDUNG)

Mochamad Afrizal Maulana, Arief Helmi

Abstract


This study aims to determine the effect of product innovation and brand image on the attitudes of potential consumers buy the type of automatic two-wheeled vehicles in the city. This research is descriptive research and Verivikatif. Path analysis was used to test the hypothesis proposed research. The samples used were 100 potential buyers types of automatic two-wheeled vehicles that come to the dealership Honda, Yamaha, and Suzuki in the form of questionnaires and interviews as data collection methods. The survey results showed that the product innovations on the type of automatic two-wheeled vehicles are in good condition. Prospective customers already have a good image to the third provider of motor vehicles. Association attributes and association benefits are in good condition but the only indicator of the confidence that users remain at a level less well. The test results of path analysis showed that there is a positive and significant influence between product innovation and brand image of the attitude of prospective consumers either partially or simultaneously. Several managerial implications obtained in this study. First, within the scope of the attitude, the company needs to pay attention to affective aspects in running a marketing aspect. Second, companies in the innovation should pay more attention to the aspects of the consumer in the adoption of such informs advantages of its products. Third, a characteristic that clearly allows the brand industry to show differentiation and build a stronger competitive position. Promotion and eligibility variable price can also be developed in the research model attitude in the future

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