| Summary: | The goal of this study is to research the demographic and psychographic
factors that influence consumer behavior in the attitude of cycling preference and
also its influence on bicycle purchasing. The demographic factors that will be
researches are age, gender (sex), expense and level of education. The
psychographic factors that will be researches are locus of control, confidence
level, public self consciousness, health life awareness, environmental awareness
and social network.
This study use judgment sampling. The data measurement is done by
questioner spread. The total respondent number is 100 and conducted in Jakarta.
The statistic method use are simple linear regression and hierarchical multiple
regression.
This study showed that in the attitude of cycling preference there are
significant difference in demography and psychography factors. The number of
people using bicycle in the last couple of years is developing and that makes
bicycle become a trend. This research is hoped to give further knowledge of what
factors that influence bicycle use which eventually helps practitioner in deciding
segmentation.
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