摘要：Number of motorcycle brand that is currently circulating in Indonesiamcnimbulkan kompctisi strong. In the competition, the brand name Yamahaare already in Indonesia has long proved able to survive. This raises the authorsinterest to mcngetahui why consumers still prefer the Yamaha brand. Therefore,in doing research with a questionnaire to 75 respondents.. - Variable color, parts,and the payment system into the second factor of consumer behavior in buyingYamaha. - The variable quality of the motor, fuel economy, and selling powerback to the third factor of consumer behavior in buying Yamaha. Then from theopen-ended questions in the proposed numbering researchers concluded twoquestions: - That the model recognized 39.9% of respondents in the firstsequence as a determinant of purchasing decisions Yamaha, then the quality of30.59% of respondents admit as a determinant of purchasing decisions Yamahamotorcycle, and the diversity of color recognized 7.98% by the respondents as adeterminant of buyer decision Yamaha.
