You are here


Journal Name:

Publication Year:

Abstract (2. Language): 
The increasing population in Indonesia leads to increasing demand for motorcycles as one of transportation means. Ease of operation and affordable prices cause motorcycles as a very popular transportation means in Indonesia, especially in big cities. This is because of the traffic density and the people's desire to arrive at their destination quickly. One of the Japanese brands, Honda Beat is the highest selling motorcycle brand in Indonesia based on the data from The Indonesian Motorcycle Industry Association. In this study, we investigate the relationship of marketing mix with consumer purchasing behavior of this specific brand. A judgmental sampling was applied to 100 consumers in Greater Jakarta. Multiple linear regression was employed to analyze the data. The results indicated that promotions have the highest influence on consumer purchasing behaviors of the brand (coeff. = 0.503), then followed by products (coeff. = 0.320), and price perceptions (coeff. = 0.224). This study contributes to the marketing literature by adding a new empirical evidence on how marketing mix can generate perception and preference of brand personality, especially in motorcycle brands. The findings of this study will assist managers of motorcycle brand to maximize specific factors from marketing mix analysis to increase consumer purchasing behavior. Finally, in terms of the method employed in marketing studies, this study contributes to the literature by adding a new combination of a quantitative study of multiple linear regression and personal opinion of consumers.

JEL Codes:



Abdul-Gafoor, A. (2003). Islamic Banking. A.S. Noor Deen, Kuala Lumpur.
Alam, M. N. (2000). Islamic banking in Bangladesh: A case study of IBBL. International Journal of Islamic Financial Services, 1(4), 10-29.
Antonio, Muhammad Syafi'I. Bank Syariah: Dari Teori ke Praktik. Gema Insani, 2001.
Arafah, W., & Nugroho, L. Maqhashid Sharia in Clean Water Financing Business Model at Islamic Bank. International Journal of Business and Management Invention, Vol.5 No.2, pp. 22-32.
Ashraf, B. N., & Zheng, C. (2015). Shareholder protection, creditor rights and bank dividend policies. China Finance Review International, 5(2), 161-186.
Aysan, A. F., Disli, M., Ng, A., and Ozturk, H. (2016b). Is Small the New Big? Islamic banking for SMEs in Turkey. Economic Modelling, Vol.54(C), pp.187-194.
Becker, B. and Ivashina, V. (2014), “Cyclicality of credit supply: firm level evidence”, Journal of Monetary Economics, Vol. 62 No. 1, pp. 76-93.
Bilal, G. (1999). Islamic finance: alternatives to the Western model. Fletcher F. World Aff, 23, 145.
Dr. Etty Susilowati, & Andre Aghata Rezaldy Moeladib
Čihák, M., & Hesse, H. (2010). Islamic banks and financial stability: An empirical analysis. Journal of Financial Services Research, 38(2-3), 95-113.
Fama, E. F., & French, K. R. (2001). Disappearing dividends: changing firm characteristics or lower propensity to pay?. Journal of Financial economics, 60(1), 3-43.
Febianto, I., & Kasri, R. (2007). Why Do Islamic Banks Tend To Avoid Profit And Loss Sharing Arrangements?. Proceedings of the 2nd Islamic Conference 2007 (iECONS2007) organized by Faculty of Economics and Muamalat, Islamic Science University of Malaysia.
Hanson, Samuel G., Anil K. Kashyap, and Jeremy C. Stein. "A macroprudential approach to financial regulation." The Journal of Economic Perspectives 25, no. 1 (2011): 3-28.
Haron, S. (1995). The Framework and concept of Islamic interest-free banking. Journal of Asian Business, 11(1), 26-39.
Holmstrom, Bengt, and Jean Tirole. "Financial intermediation, loanable funds, and the real sector." the Quarterly Journal of Economics, Vol. 112, no. 3 (1997), pp. 663-691.
Iqbal, Z., & Mirakhor, A. (1999). Progress and challenges of Islamic banking. Thunderbird International Business Review, 41(4‐5), 381-405.
Nugroho, L. (2014). The role of Government Support to Micro Financing in Islamic Bank for Clean Water Connection to Low-Income Communities. Research Journal of Finance and Accounting, Vol. 5 No. 4, pp. 57-63.
Nugroho, L., Husnadi, T. C., Utami, W., Hidayah, N., (a2017). Maslahah and Strategy to Establish a Single State-Owned Islamic Bank in Indonesia. Tazkia Islamic Finance and Business Review, 10(1).
Nugroho, L., Utami, W., Sukmadilaga, C., & Fitrijanti, T. (b2017). The Urgency of Allignment Islamic Bank to Increasing the Outreach (Indonesia Evidence). International Journal of Economics and Financial Issues, 7(4), 283-291.
Masyita, D. (2015). Why The Do The People See A Financial System As A Whole Very Important ?. Journal of Islamic Monetary Economics and Finance, Vol.1 No.1, pp.79-106.
Permana, A. R., & Purba, A. (2008). Sekilas Ulasan UU Perbankan Syariah. Buletin Hukum Perbankan dan Kebanksentralan, 6(2).
Prastowo, L. N. (2015). Islamic Principle Versus Green Microfinance. European Journal of Islamic Finance, Vol.3.
Santos, Andre, and Douglas Elliott. Estimating the costs of financial regulation. International Monetary Fund, 2012.
Setiawan, A. B. (2006). Perbankan Syariah; Challenges dan Opportunity Untuk Pengembangan di Indonesia. Jurnal Kordinat, Vol.8, No.1
Shaban, M., Duygun, M., Anwar, M., & Akbar, B. (2014). Diversification and banks’ willingness to lend to small businesses: Evidence from Islamic and conventional banks in Indonesia. Journal of Economic Behavior & Organization, Vol.103, pp.39-55.
Shidiq, G. (2017). Teori Maqhasid Al-Syari'ah dalam Hukum Islam. Majalah Ilmiah Sultan Agung, Vol.44 No.118, pp. 117-130.
Sukmadilaga, C. & Nugroho, L. (2017) Pengantar Akuntansi Perbankan Syariah "Prinsip, Praktik dan Kinerja". Lampung, Indonesia, Pusaka Media.
Vogel, F. E. (1997). Islamic Governance in the Gulf: A Framework for Analysis, Comparison, and Prediction. The Persian Gulf at the Millenium. Essays in Politics, Economy, Security, and Religion, 249-295.
Voutsinas, K. and Werner, R.A. (2011), "Credit supply and corporate capital structure: evidence from Japan," International Review of Financial Analysis, Vol. 20 No. 5, pp. 320-334.
Marketing Mix and Purchasing Behavior for Japanese Motorcycle Brand in Indonesia
Yudistira, D. (2003). Efficiency in Islamic banking: An empirical analysis of 18 banks. Journal of Economic Literature. Regulation of the Financial Services Authority No.6 /POJK.03/2016 About Business Activities and Office Networks based on Core Bank Capital.

Thank you for copying data from