Maintaining a Price Strategy

Oct 13, 2025 by wbrum.org 44 views

Analysis of the Effect of Marketing Mix and Consumer Attitudes on Honda Brand Motorcycle Purchasing Decisions on CV Dealers. Bina Putra Sanjaya Lhoksukun North Aceh

Revealing the Secret of Successful Sales of Honda Motorcycle at CV. Bina Putra Sanjaya Lhoksukun North Aceh

In the competitive world of motorcycle sales, dealerships must employ effective marketing strategies to attract and retain customers. One such dealership, CV. Bina Putra Sanjaya in Lhoksukun, North Aceh, has achieved remarkable success in selling Honda motorcycles. This achievement is a result of a well-planned marketing strategy and an in-depth understanding of the factors that influence consumer purchasing decisions. This study aims to reveal the effect of marketing mix (products, prices, promotion, and location) and consumer attitudes towards the decision to purchase Honda motorbikes at the dealer.

Background of the Study

The motorcycle industry is a highly competitive market, with numerous brands and models available to consumers. In this context, dealerships must differentiate themselves from their competitors to attract and retain customers. CV. Bina Putra Sanjaya has achieved success in this regard by implementing a marketing strategy that takes into account the needs and desires of its target market. This study aims to investigate the effect of marketing mix and consumer attitudes on the decision to purchase Honda motorbikes at the dealer.

Methodology

This study employed a descriptive quantitative survey approach, involving 82 respondents who were customers of CV. Bina Putra Sanjaya. Data were collected using a questionnaire that assessed the respondents' attitudes towards the marketing mix variables and their purchasing decisions. The data were analyzed using multiple linear regression through SPSS 16.00 software.

Results

The results of this study show that all variables, namely products, prices, promotions, locations, and attitudes of consumers, have a positive and significant influence on purchasing decisions. Partially, each variable has a contribution to purchasing decisions. Improving product quality, price adjustments, effective promotional strategies, strategic locations, and positive attitudes of consumers will encourage consumers to buy Honda motorbikes at the dealer.

Simultaneously, all variables together have a very strong influence on purchasing decisions. This is indicated by the coefficient of determination (R square) of 0.949. That is, 94.9% variations in purchasing decisions can be explained by the variables under study.

Discussion

The results of this study have important implications for CV. Bina Putra Sanjaya in an effort to increase the sale of Honda motorcycles. Dealers can take advantage of these results to:

Improve Product Quality

CV. Bina Putra Sanjaya must continue to improve the quality of the products offered, both in terms of design, features, and performance. This will enable the dealer to differentiate itself from its competitors and attract customers who are looking for high-quality products.

Maintaining a Price Strategy

Competitive pricing strategy and in accordance with the value of the product needs to be maintained. This will enable the dealer to attract price-sensitive customers and maintain a competitive edge in the market.

Improve the Effectiveness of Promotion

Dealer can increase the effectiveness of promotion by conducting careful analysis of the needs and desires of consumers and utilizing promotional media that are on target. This will enable the dealer to reach its target market and increase sales.

Strengthening Location Position

The strategic and easily accessible dealer location is the key to attracting consumers. CV. Bina Putra Sanjaya needs to maintain a strategic location that is easily accessible to its target market.

Building Positive Relationships with Consumers

CV. Bina Putra Sanjaya needs to build positive relationships and mutual trust with consumers through friendly, responsive and professional services. This will enable the dealer to attract repeat business and maintain a loyal customer base.

Conclusion

This study shows that the marketing mix and consumer attitudes have a very significant influence on the decision to purchase Honda motorbikes at CV. Bina Putra Sanjaya in Lhoksukun, North Aceh. This dealer has succeeded in building an effective marketing strategy by understanding the needs and desires of consumers and implementing the right strategies for each marketing mix variable.

Success CV. Bina Putra Sanjaya is a clear example of how the right marketing strategy can encourage sales and strengthen the company's position in the market. The results of this study are expected to be a reference for other dealers in developing effective marketing strategies and increasing consumer satisfaction.

Limitations of the Study

This study has several limitations that need to be addressed in future research. Firstly, the study was conducted in a single dealership, which may limit the generalizability of the results. Secondly, the study only investigated the effect of marketing mix and consumer attitudes on purchasing decisions, and did not consider other factors that may influence consumer behavior.

Future Research Directions

Future research can build on the findings of this study by investigating the following research questions:

What are the key factors that influence consumer purchasing decisions in the motorcycle industry?
How can dealerships develop effective marketing strategies to attract and retain customers?
What are the implications of the findings of this study for dealerships in the motorcycle industry?

By addressing these research questions, future research can provide a more comprehensive understanding of the factors that influence consumer purchasing decisions in the motorcycle industry and provide insights for dealerships on how to develop effective marketing strategies to attract and retain customers.
Q&A: Analysis of the Effect of Marketing Mix and Consumer Attitudes on Honda Brand Motorcycle Purchasing Decisions on CV Dealers. Bina Putra Sanjaya Lhoksukun North Aceh

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of marketing mix (products, prices, promotion, and location) and consumer attitudes on the decision to purchase Honda motorbikes at CV. Bina Putra Sanjaya in Lhoksukun, North Aceh.

Q: What methodology was used in this study?

A: This study employed a descriptive quantitative survey approach, involving 82 respondents who were customers of CV. Bina Putra Sanjaya. Data were collected using a questionnaire that assessed the respondents' attitudes towards the marketing mix variables and their purchasing decisions. The data were analyzed using multiple linear regression through SPSS 16.00 software.

Q: What are the key findings of this study?

A: The results of this study show that all variables, namely products, prices, promotions, locations, and attitudes of consumers, have a positive and significant influence on purchasing decisions. Partially, each variable has a contribution to purchasing decisions. Improving product quality, price adjustments, effective promotional strategies, strategic locations, and positive attitudes of consumers will encourage consumers to buy Honda motorbikes at the dealer.

Q: What are the implications of this study for CV. Bina Putra Sanjaya?

A: The results of this study have important implications for CV. Bina Putra Sanjaya in an effort to increase the sale of Honda motorcycles. Dealers can take advantage of these results to:

Improve product quality
Maintain a competitive pricing strategy
Improve the effectiveness of promotion
Strengthen the location position
Build positive relationships with consumers

Q: What are the limitations of this study?

A: This study has several limitations that need to be addressed in future research. Firstly, the study was conducted in a single dealership, which may limit the generalizability of the results. Secondly, the study only investigated the effect of marketing mix and consumer attitudes on purchasing decisions, and did not consider other factors that may influence consumer behavior.

Q: What are the future research directions?

A: Future research can build on the findings of this study by investigating the following research questions:

What are the key factors that influence consumer purchasing decisions in the motorcycle industry?
How can dealerships develop effective marketing strategies to attract and retain customers?
What are the implications of the findings of this study for dealerships in the motorcycle industry?

Q: What are the practical implications of this study for dealerships in the motorcycle industry?

A: The results of this study provide practical implications for dealerships in the motorcycle industry. Dealerships can use the findings of this study to develop effective marketing strategies that take into account the needs and desires of their target market. By doing so, dealerships can increase sales, improve customer satisfaction, and maintain a competitive edge in the market.

Q: What are the theoretical implications of this study?

A: The results of this study have theoretical implications for the field of marketing. The study provides evidence that marketing mix and consumer attitudes have a significant influence on purchasing decisions. This finding has implications for the development of marketing theories and models that aim to explain consumer behavior.

Q: What are the future research directions for this study?

A: Future research can build on the findings of this study by investigating the following research questions:

What are the key factors that influence consumer purchasing decisions in the motorcycle industry?
How can dealerships develop effective marketing strategies to attract and retain customers?
What are the implications of the findings of this study for dealerships in the motorcycle industry?