Analysis of Consumer Attitude Using Fishbein Multi-Attributes Approach

The development of today's economy growing rapidly, accompanied byincreasingly sophisticated technological advances that led to the emergence of competition among firms.Increasing number of motorcycle brand in circulation led to a very tight competition in the motorcycle market, particularly in the type of motorcycle. This makes the consumer faced with various choices of brands, so the motorcycle manufacturers need to know the tastes and desires of consumers tocreate and sell a motorcycle can be favored by consumers. The purpose of this study were to determine what attributes are considered important by consumers to the product brand motorcycle Honda, Yamaha, and Suzuki, and to assess consumer attitudes toward product attributes motorcycle Honda, Yamaha, and Suzuki, The model used is multi-attribute attitude model of Fishbein Attitude Toward to Object Model and the Theory of Reasoned Action. The results of this study indicate that (1) that are considered important attributes are attached to the product brand motorcycle Honda, Yamaha, and Suzuki is the attribute Price has the highest positive score compared with a score of other attributes for each of the Honda brand motorcycle, Yamaha, and Suzuki. (2) consumer attitudes showed a positive attitude in which the score for the Honda is +60.03, +56.14 Yamaha, and Suzuki is +55.00. (3) the dominant factor influencing purchasing decisions motorcycle products for the Honda brand is a member of the family,while for the brand Yamaha, and Suzuki are the others.