<![CDATA[Consumer preferences for automatic and manual motorcycles in Timika are the focus of this study, driven by fierce competition in the Indonesian automotive market and Honda’s dominance in the region. Although sales of Honda automatic motorcycles have been higher over the past three years, consumers have different considerations when choosing a motorcycle type. This study aims to analyse the factors influencing consumer preferences, using a quantitative descriptive method. The study population consists of owners of Honda two-wheelers in Timika, with sampling based on the Slovin formula and data collection carried out through observation, questionnaires and documentation. Data analysis was conducted using indicator suitability tests, data adequacy tests and Bartlett’s test for significance, as well as tests for the formation and strength of dominant factors using SPSS. The results of the analysis indicate that price, product quality and tangible evidence were the factors tested, and all were deemed suitable for further analysis. In particular, product quality was identified as the most dominant factor influencing consumer preferences when choosing between Honda automatic and manual motorcycles in Timika, supported by survey data showing a high level of satisfaction with Honda spare parts and authorised service centres.]]>
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