The Effect of Sales Promotion and Brand Awareness on Purchase

Intention Yamaha Lexi Motorcycle

R. A. Aryanti Wardaya Puspokusumo

, Erdin Imanuel Yosefin

and Meiryani

International Marketing, Binus Business School, Bina Nusantara University, Indonesia

Accounting Department, Faculty of Economics and Communication, Bina Nusantara University,

Jakarta, 11480, Indonesia

Keywords: Sales Promotion, Brand Awareness, Purchase Intention.

Abstract: The purpose of this research was to determine the effect and the correlation of sales promotion and brand

awareness on purchase intention of Yamaha LEXI. The respondents were motorcycle users who live in DKI

Jakarta. The method was the quantitative descriptive method. Multiple linear regression analysis in SPSS 24

was used to process the data. The results of this research indicate that sales promotion and brand awareness

have significant effect on purchase intention of Yamaha LEXI to the respondents. Moreover, the correlation

are strong and positive.

1 INTRODUCTION

The vehicle has now become one of the important

needs in the scope of human productivity. According

to Purspokusumo, Sule, and Kaltum (2018), Both

men and women have a role in developing business

and entrepreneurship, for it is very difficult to say that

vehicles are not needed to help in the world of work

and business development. Vehicles really help

someone’s activity to move from one place to another

more quickly in order to save time and energy

One type of vehicle is a motorcycle. According to

Pandia and Andri (2017), In Indonesia,

motorcycles are the most popular vehicle by the

public. According from the Indonesian’s Central

Statistics Agency data, the number of motorcycle

vehicles in Indonesia has always been the largest per

year (Buchori and Saladin). Every year, the number

of motorcycle vehicles rises around 6 million to 9

million units per year.

In the province of DKI Jakarta alone the number

of motorcycle users reached 13.3 million or 73.9%

more than other motor vehicle users based on data

obtained from the Central Statistics Agency as of

October 3, 2018 through the Katadata.co.id website

(Kotler and Keller, 2010). With the large number of

motorcycle users in DKI Jakarta, the competition of

motorcycle manufacturers is increasingly competitive

(Kotler and Susanto, 2010). They are competing in

developing accurate strategies so that their products

can be sold in the market (Kotler and Keller, 2011).

There are several motorcycle manufacturers that have

been circulating in Indonesia, one of which is

Yamaha.

Yamaha has produced more than 30 types of

motorcycles that can be enjoyed by all Indonesian

people (Kotler et al., 2014). One of the latest output

motorcycles from Yamaha is the Yamaha LEXI.

Yamaha LEXI is included in the MAXI family of

Yamaha, which includes AEROX 155cc, NMAX

155cc, XMAX 250cc, and TMAX DX 560cc types.

Yamaha’s goal in releasing LEXI is to meet market

demands that wish to have a motorcycle from the

Yamaha MAXI family but with a smaller body and

engine capacity, and a more affordable price (Kotler

and Armstrong, 2016). In addition, the Yamaha LEXI

is intended to compete with the toughest type of

motorbike competitor, the Honda Vario 125 which

already exists.

However, Yamaha LEXI sales have not been able

to compete with the toughest competitors

(Mahardika, 2017). Proven in terms of sales, in the

first semester of 2018 (January - June 2018) the total

sales of Yamaha LEXI were still far behind those of

its toughest opponents, the Honda Vario 125

according to data processed by AISI During January

- June 2018, the Honda Vario 125 managed to record

sales with a total of 301,176 units, while Yamaha

Wardaya Puspokusumo, R., Imanuel Yoseﬁn, E. and Meiryani, .

The Effect of Sales Promotion and Brand Awareness on Purchase Intention Yamaha Lexi Motorcycle.

DOI: 10.5220/0011244600003376

In Proceedings of the 2nd International Conference on Recent Innovations (ICRI 2021), pages 95-99

ISBN: 978-989-758-602-6

LEXI only got total sales of 36,530 units

(Narimawati, 2010).

Yamaha looks difficult in selling LEXI. Every

way has been done by Yamaha to boost sales of

LEXI, one of them is sales promotion. According to

Tom MC Ifle (2016), Sales promotion or sales

promotion is commonly called an offer program

designed to foster consumer appeal to the products

offered (Pandia and Andri, 2017). Every company

that releases a product needs a sales promotion so that

their products can be demanded and sold to

consumers (Puspokusumo et al., 2018). From the

many sales promotions that Yamaha has held for

LEXI, it seems that they have not been able to attract

consumers to buy their new products (Singarimbun

and Effendi, 2015). Even the sales promotions that

have been held are only a few consumers interested.

The reason why consumers are less interested in

LEXI is one of them because the discount given by

the dealer is sometimes not in accordance with the

expectations of consumers (Sugiyono, 2012). In

addition, consumers are limited to Yamaha LEXI test

rides because test rides for LEXI are usually only

available at certain events. Of course both of these

problems become problems that are quite influential

for LEXI sales.

Another problem is brand awareness. Most people

know the brand ”YAMAHA” but don’t know the

product, especially LEXI. In addition, the public only

knows products from competitors in the same product

segment. The issue of brand awareness from LEXI

has become a chore for Yamaha itself. According to

(Utami, 2015), The brand itself is a distinguishing

name or symbol, such as a logo, which identifies the

product or service offered by the seller and

distinguishes the product or service from or with

competitors’ offers. While brand awareness is the

level of consumer awareness of a brand. Brand

awareness is an important component in a company’s

success in selling its products.

Purchase intention in Yamaha LEXI is very low.

This can be seen from the few users who have used

LEXI rarely recommend LEXI to other consumers

because the size of the motorcycle is large enough to

make the legs feel sore quickly and the price is more

expensive than its competitors. Yamaha LEXI is sold

starting from the Jakarta OTR price of Rp 21.36 to Rp

26.96 million while the Vario 125 is sold from the

Jakarta OTR price of Rp 20.26 to Rp 21.13 million.

Some of these things make consumers not interested

in buying Yamaha LEXI.

Based on the background that the author has

described, the author is eager to help the promotion

team of Yamaha Indonesia Motor Manufacturing to

evaluate whether the sales promotion has been done

well and also whether the brand awareness of

Yamaha LEXI has spread evenly among the public.

Thus, the research objective is to find out the

relationship of promotion and brand awareness of

Yamaha LEXI to the purchase intention of

motorcycle users in DKI Jakarta.

2 METHODS

This research is quantitative. The data obtained for

this research are primary data and secondary data.

The method to collect data is a questionnaire using

Likert scale. After doing the formulation of the

operationalization of variables, the researchers

perform data analysis. The data analysis will be

validity test, reliability test, normality test,

multicollinearity test, heteroscedasticity test, and

multiple linear regression analysis.

The population in this study is motorcycle users

in DKI Jakarta. The reason that the researchers

choose them as the population is because DKI Jakarta

became one of the city with biggest motorcycle users

in Indonesia. They actively use motorcycle for daily

activities.

The sample design used is non probability such as

the random sampling method. Sugiyono (2012)

explained that the sampling method was a random

sampling of population members without regard to

the start in the population.

In this research, researchers use SPSS 24 for data

processing such as validity, reliability, normality,

multicollinearity, heteroscedasticity, regression, and

hypothesis testing. The hypotheses of this study are

as follows:

Ha1: Sales promotion has a significant effect on

purchase intention.

H01 : Sales promotion has no significant effect on

purchase intention.

Ha2: Brand awareness has a significant effect on

purchase intention.

H02 : Brand awareness has no significant effect

on purchase intention.

Ha3: Sales promotion and brand awareness

simultaneously have significant effect on purchase

intention.

H03: Sales promotion and brand awareness

simultaneously have no significant effect on purchase

intention.

Ha4: There is a strong and positive relationship

between sales promotion and brand awareness with

purchase intention.

ICRI 2021 - International Conference on Recent Innovations

H04: There is no strong and positive relationship

between sales promotion and brand awareness with

purchase intention.

This research is quantitative and causal by

measuring the change of dependent variable

(purchase intention) caused by independent variable

(sales promotion and brand awareness). Then, data

are collected through questionnaires. The

questionnaire contains faulty items. Sixteen items

measure sales promotion, sixteen items measure

brand awareness, and eight items for purchase

intention. Five points of Likert scale are used that one

means strongly disagree, and five means strongly

agree.

3 RESULT AND DISCUSSIONS

Yamaha Indonesia Motor Manufacturing or

abbreviated as YIMM is a company established by

Yamaha Motor Corporation as the parent company of

assembling, distributing and selling motorcycles

throughout Indonesia. PT YIMM was established on

July 6, 1974 in cooperation with Yamaha Motor

Corporation and investors from Indonesia. PT YIMM

is incorporated in the Motorcycle Industry

Association in Indonesia (AISI) along with four other

companies that produce motorcycles in Indonesia,

namely Honda, Kawasaki, Suzuki, and TVS.

Yamaha Indonesia Motor Manufacturing has its

head office located in Pulogadung, East Jakarta as the

head office and motorcycle assembly plant. In

addition, PT YIMM also opened a special branch

office for a motorcycle assembly plant in Karawang,

West Java, known as the West Java Factory. PT

YIMM is now headed by Mr. Minoru Morimoto as

been sold nationally. In addition, PT YIMM also

exports its assembled motorbikes abroad. Yamaha

dealers in Indonesia are spread throughout the

provinces in Indonesia so that all Indonesian people

can buy and enjoy Yamaha motorcycles.

Yamaha LEXI is a motorcycle from Yamaha that

is part of the Yamaha MAXI family. MAXI Yamaha

is a premium automatic scooter line-up from Yamaha

aimed at consumers who want to have automatic

scooters but with premium designs and features.

Yamaha LEXI has three variants, namely standard

type, type S, and type S-ABS. Yamaha LEXI is

(Variable Value Actuation) technology that makes

fuel efficient but is still powerful and reliable. LEXI

has several excellent features, namely a full digital

speedometer, long seats, spacious luggage capacity,

stop start system (reducing unnecessary fuel

consumption when the motor is stopped), a socket for

charging gadgets, a wide footrest, hazard lights, and

a large headlamp with a luxurious design. The S type

is equipped with an additional sub-tank suspension

that is useful to stabilise the damping when on the

road and also features a keyless system that is a

keyless system where each consumer will be given a

remote control which will then give a signal to the key

fob to start the engine and open the seat. For the

SABS version features ABS (Anti-lock Braking

System) which is a braking system on the motor so

that wheel locking does not occur when braking is

sudden / hard so it is safer and more stable.

In this study, the authors used a random sampling

method with a population of 13,0 million people in

motorcycle users in DKI Jakarta. Then, to determine

the number of samples from the poulasi, slovin

formula is used so that a sample size of 100

respondents is obtained. From the data collected, the

results showed that 63% of respondents were male

and 37% of respondents were female. In addition, in

terms of age, 56% of respondents aged 17-25 years,

19% of respondents aged 46-55 years, 14% of

respondents aged 26-35 years, 10% of respondents

aged 36-45 years, and 1% of respondents aged over

56 year. After that the validity, reliability, and

normality test is carried out and the results are all the

questions of the respondents are valid, reliable, and

normal. All items did not even experience

multicollinearity or heteroscedasticity. The next step

is to do multiple linear regression analysis.

Table 1: Coefficients Table.

Based on table 1 it can be seen that the sales

promotion (X1) has a significant relationship to

purchase intention (Y) with a significance score of

0.000

൐ 0.05. In addition, brand awareness(X2) also

has a significant relationship to purchase intention

(Y) with a significance score of 0.000

>0.05. Of the

two results, it can be concluded that sales promotion

(X1) and brand awareness (X2) have a significant

The Effect of Sales Promotion and Brand Awareness on Purchase Intention Yamaha Lexi Motorcycle

influence independently on consumer purchase

intention (Y)

Ha1 : Sales promotion has a significant effect on

purchase intention

Ha2 : Brand awareness has a significant effect on

purchase intention.

Table 2: ANOVA Table.

The value of R or correlation coefficient shows

the result 0.804

> 0.05. This value means that sales

promotion (X1) and brand awareness (X2) have a

strong and positive relationship to buying interest

(Y). Ha4 : There is a strong and positive relationship

between sales promotion and brand awareness with

purchase intention. R square or coefficient of

determination value from table 3 shows the

coefficient result is 0.647 which means that 64.7% of

buying interest (Y) is influenced by sales promotion

(X1) and brand awareness (X2), while 35.3% is

influenced by other factors. Based on the results of

this research, the authors suggest to other researchers

to look for other factors influencing purchase

intention in order to help other companies in

developing their business.

4 CONCLUSIONS

Based on research results that have been obtained, it

can be concluded as follows:

• There is a significant influence between the

variables of sales promotion (X1) on purchase

intention (Y). The majority of consumers

place sales promotion as an important factor

before making a purchase. Some sales

promotions such as price discounts, direct gift

giving, and free trials become promotions that

can increase consumer buying interest when

buying a product. Every time there is an

increase in the value of sales promotion, the

value of the purchase intention will increase,

and vice versa if the value of the sales

promotion decreases, the value of the purchase

intention will decrease.

• There is a significant influence between brand

awareness (X2) variables on purchase

intention (Y). Consumers also believe that the

brand is one important factor before deciding

to buy. The brand becomes very important

because the brand is a reflection of the quality

of a product. In addition, the brand can also

increase the confidence of consumers when

using products. For this reason, the brand

becomes a vital factor in sales activities. .

Every time there is an increase in the value of

sales promotion, the value of the purchase

intention will increase, and vice versa if the

value of the sales promotion decreases, the

value of the purchase intention will decrease.

• There is a significant and simultaneous

influence between sales promotion (X1) and

brand awareness (X2) and purchase intention

(Y). sales promotion will succeed in

increasing purchase intention if the brand

awareness of a product is well formed in the

minds of consumers. Likewise with brand

awareness, success will increase purchase

intention if the sales promotion offered by the

company to consumers is attractive and in

accordance with what consumers want. If the

two independent variables work well, the

independent variable will experience a very

large increase.

REFERENCES

Alma, B. (2014). Marketing Management and Service

Marketing. Bandung: CV Alfabeta.

Indonesian Motorcycle Industry Association - AISI.

(2019). Indonesian Motorcycle Industry Association:

Statistics. Retrieved 10 5, 2019, from AISI Web site:

https://www.aisi.or.id/statistics/

Assauri, S. (2013). Marketing Management. Jakarta:

Rajawali Press.

Buchori, A. H., & Saladin, D. (2010). Marketing

Management (1st ed.). Bandung: Linda Karya.

Durianto,

D. (2011). Strategy to Conquer the Market Through Equity

Research and Brand Behavior (XX ed.). Jakarta: PT.

Main Library Gramedia.

Ghozali, I. (2012). Multivariate Analysis Application with

IBM SPSS Program. Yogyakarta: Diponegoro

University.

Husein, U. (2011). Research Methods For Business Thesis

and Thesis (11 ed.). Jakarta: PT. King Grafindo

Persada.

Kotler, P. & Keller, K.L. (2010). Marketing Management.

Jakarta: Erlangga.

ICRI 2021 - International Conference on Recent Innovations

Kotler, P., & Armstrong, G. (2016). Principles of Marketing

(16th ed.). New Jersey: Pearson.

Kotler, P., & Keller, K. L. (2011). Marketing Management.

Jakarta: Erlangga.

Kotler, P., & Susanto, A. B. (2010). Marketing

Management in Indonesia (Vol. II). Jakarta: Four

Salemba.

Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing

Management (14th ed.). New Jersey: Pearson Prentice

Hall.

Mahardika, Y. (2017). Design of Voltage Indicator Tool in

Charging System. Muhammadiyah University of

Ponorogo.

Minister of Transportation of the Republic of Indonesia.

(2019). Regulation of the Minister of Transportation of

the Republic of Indonesia Number PM 12 of 2019.

Retrieved 10 5, 2019, from Legal Basis Web Site:

https://www.basis Hukum.com/permenhub/12/2019/II

Narimawati, U. (2010). Research Methodology: Basic

Compilation of Economic Research. Jakarta: Genesis.

Notoatmodjo. (2012). Health Research Methodology.

Jakarta: Rineka Cipta.

Pandia, G.R.A., & Andri, S. (2017). The Effect of

Promotion of Honda Motorcycles on Consumer

Purchase Interest at PT. Global Jaya Perkasa

Pekanbaru. JOM FISIP, 4.

Puspokusumo, R. A. A. W., Sule, E. T., & Kaltum. U.

(2018). Defining Women Owned Enterprises in

Participating and Contributing Women to Business and

Entrepreneurship. Pertanika Journals - Social Sciences

& Humanities, 163-170.

Rangkuti, F. (2015). Marketing Research. Jakarta:

Gramedia Pustaka Utama.

Now, U. (2010). Research Methods for Business. New

York: John Wiley & Sons, Inc.

Singarimbun, M., & Effendi, S. (2015). Survey Research

Methods. Jakarta: LP3ES

Sugiyono. (2012). Qualitative Quantitative Research

Methods and R&D. Bandung: Alphabeta.

Sugiyono. (2016). Quantitative, Qualitative and R&D

Research Methods. Bandung: CV Alfabeta.

Sunyoto, D. (2013). Accounting Research Methodology.

Bandung: PT. Refika Aditama Member of Ikapi.

Sunyoto, D. (2015). Marketing Management

Fundamentals. Yogyakarta: Center of Academic

Publishing Service (CAPS).

Tjiptono, F. (2015). Marketing strategy. Yogyakarta: Andi

Offset.

Tom MC Ifle. (2016). Sales Promotion Function To

Increase Sales. Retrieved 12 12, 2019, from Tom MC

Ifle Website: https://www.tommcifle.com/function-

sales-promotion-to-increase-sales/

Utami, C. W. (2015). Retail Management (2nd ed.). Jakarta:

Four Salemba. Yamaha Indonesia Motor

Manufacturing - YIMM. (2018).

Yamaha Lexi Offers Sexy and Classy Riding Sensations.

Retrieved 10 5, 2019, from YIMM Web site:

https://www.yamaha-motor.co.id/product/lexi/.

The Effect of Sales Promotion and Brand Awareness on Purchase Intention Yamaha Lexi Motorcycle