ANALISIS SEGMENTASI PASAR TERHADAP HARGA SEPEDA MOTOR AUTOMATIC YAMAHA MIO PADA PT . HASJRAT ABADI KOTAMOBAGU

INDRIYATI PAPUTUNGAN, Tinneke M. Tumbel, Henny S. Tarore

Abstract


By lookong at the development of a motorcycle thar is increasingly rapidly, many
manufacturers of the new motor started to go to indonesia. The large number of the
new motor started to go to indonesia. The large number of existing motorcycle
company raises competitive. Pressure on industi motorcycle Consumer needs and
desires are very multiform against type or brand of motorcycles then request the
community againts motorcycles continue to experience increased, therefore, marketin
krekatif and put the market strategy, take advantage of opportunities that arise in the
market related to the desires of the commonity therefore companies should set the
price according to the quality of the product because the price setaffect the quantity
sold is because the price of the very influential towards the success of the products
marketed by the company. The aim in this study is whether there is a connection
between the market segmentation with the price of motorbikes and detect other
factorsthat also affect the market share within the company bike motors. This
research is quantitative reseacrch using a simple linear regression analysis
approach. Engineering data collection done by spreading the questionnaire filled by
75 respondents and analyzed using simple regression analysis and use test results
from t. Linear regression analysis is a simple variabel market segmentation
neffect against prices. Hypothesis test andresults showedthat thevariables simultaneo
usly influential market segmentation significantly to price. Based on the results of this
research, companies Yamaha Indonesia to make the latest innovations inaccordance
withthe community's lifestyle and always give you the design and the latest models in
accordance with advances automotive world.


Keywords : Market segmentation, Pricing


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DOI: https://doi.org/10.35797/jab.0.0.2017.17502.%25p

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Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi Manado, Indonesia.

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