Abstract:
The purpose of this research is to analyze the factors that influence buying
psychographic segmentation in two-wheeler brand Yamaha Mio type in
Pekanbaru, to determine the dominant factors affecting psychographic
segmentation to buy two-wheeler brand Yamaha Mio type in the city of
Pekanbaru.
To complete the data, the authors use the type and source of data, the
primary data were derived from the responses of the factors that affect sales.
Secondary data is data obtained by collecting materials in connection with the
sales data, price lists sales and distribution channels. While the data collection
techniques are: interviews and kuistioner. To examine the problems raised in the
research on the company, the authors analyzed the data using descriptive methods
of research methods by collecting data, grouped and organized in order to be
studied based on the theory relevant to the issues discussed berhubungn then taken
to a conclusion.
Of the total respondents, it is obtained a total score of 785. This means
that products in psychographic segmentation factors influencing consumers to
purchase brand motorcycles yamaha mio types in Pekanbaru. Of the total
respondents, it is obtained a total score of 583. This means that lifestyle factors in
influencing consumer psychographic segmentation to purchase two-wheeler
brands yamaha mio types in Pekanbaru. Of the total respondents, it is obtained a
total score of 547. This means that the gender factor in psychographic
segmentation is affecting the consumer to purchase two-wheeler brands yamaha
mio types in Pekanbaru. Of the total respondents, it is obtained a total score of
591. This means that revenue in psychographic segmentation factors influencing
consumers' brand purchase motorcycles yamaha mio types in Pekanbaru City. Of
the total respondents with respect to psychographic segmentation, it can be seen
that the factors most influencing factor is the product.
