Formulating Value Configurations to Address the Fragmented Scooter Market

DOI

10.2991/978-94-6239-670-8_5How to use a DOI?

Keywords

Product Quality; Services; Price; Sales Promotion; Purchase Decision; Value Offering

Abstract

Considering the plethora of makes and models for automatic transmission (AT) scooters, Indonesian consumers are privileged with a wide selection of products. However, certain scooter models, such as the Honda Beat and PCX, which were initially launched over fifteen years ago, are still extremely popular, suggesting that a certain set of values offered by these two models remains relevant to this day. This research was designed to investigate the offering configurations that would lead to a consistently high number of purchases. Specifically, this study aims to investigate the intensity of the selected variables attributed to value offerings, namely Product Quality, Services, Price, and Sales Promotion, on the Purchase Decisions of Honda Beat and PCX. Using a quantitative research design, data collected from 333 customers who had already purchased these models were analyzed using SEM-PLS to examine the intensity of each attribute affecting consumers’ purchase decisions, and the role of Sales Promotion as a mediator. The results indicate that different scooters require distinct offering configurations to appeal to the customers. There appears to be a set of attributes making up attractive offerings for different segments, leading to a highly fragmented scooter market. The study is expected to contribute both theoretically, by extending the marketing mix–purchase decision framework, and practically, by providing strategic insights for Honda’s differentiated marketing strategies in Indonesia. More importantly, this study provides guidance for effective marketing programs to improve sales of the less popular models by offering the right value for a designated set of buyers.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Intan Hairunnisa
AU  - Waskito Mustaqim
AU  - Siti Yasmina Zubaedah
PY  - 2026
DA  - 2026/05/13
TI  - Formulating Value Configurations to Address the Fragmented Scooter Market
BT  - Proceedings of the fourteenth International Conference on Entrepreneurship and Business Management 2025 (ICEBM 2025)
PB  - Atlantis Press
SP  - 50
EP  - 69
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-670-8_5
DO  - 10.2991/978-94-6239-670-8_5
ID  - Hairunnisa2026
ER  -