Journal of Marketing Management

Buying Decision in the Consumers of Automatic Motorcycle in Yogyakarta, Indonesia
Amron Amron

Abstract
The aim of the study was to test the effect of word of mouth (WOM), product quality, and price on the buying decision of automatic motorcycle product in Yogyakarta, Indonesia. The research involved 100 respondents who owned automatic motorcycles in Yogyakarta, Indonesia. The first research result was that WOM has positive effect on consumer’s buying decision. The second result refers to the finding that product quality positively influenced consumer’s buying decisions. The third research result refers to hypothesis test which proved that competitive price has positive effect on buying decision with the significance level. Surprisingly, the research found the fact that word of mouth (WOM) had greater effect compared with the variables of product quality and price. The study recommends the managements of motorcycle companies not to only consider product quality and price, but they also have to strive to build positive word of mouth (WOM) to influence consumer’s buying decision in their promotional programs.

Full Text: PDF     DOI: 10.15640/jmm.v6n1a8