摘要：ABSTRACT :Consumer behavior or attitude is very important. There are several factors thatinfluence consumer attitudes toward a product such as culture, experience,family, attitudes and beliefs. Consumer attitudes toward a product can bemeasured with Likert Scale and Multiatribute Model Analysis. Based on theresearch using Likert scale of the factors in choosing a motorcycle brand, then itis known that the biggest average 3,3 from the respondent is very agree with thestatement of primary requirement in choosing motorcycle. While Multiatributemodel analysis explained that the advantage of Yamaha and Honda attributes,then the average value of motorcycle is more superior on machine power(0.114). And Honda motorcycle is more superior to the Power of Brandattributes (1.692). It can be concluded that most of the respondent chooseYamaha with the average 3,468.
