[ ABSTRAK
Kepopuleran balap motor MotoGP di indonesia membuat PT. Yamaha Indonesia Motor Manufacturing memutuskan untuk mempelopori strategi pemasaran baru dengan memanfaatkan kepopuleran dari MotoGP tersebut. Strategi tersebut berupa penggunaan atribut MotoGP pada produk sepeda motor Yamaha di Indonesia. Atribut MotoGP ini terdiri dari penggunaan livery/stripping dengan desain grafis khusus pada beberapa varian produk sepeda motor Yamaha, aksesoris, dan juga cara yang beriklan dari merek sepeda motor Yamaha Indonesia. Untuk mengetahui bagaimana atribut MotoGP ini dapat menarik perhatian konsumen, maka atribut MotoGP ini dikaji dengan teori keputusan pembelian, yang membuktikan bahwa atribut MotoGP tersebut terbukti dapat mempengaruhi keputusan pembelian konsumen sepeda motor di Indonesia, yang merupakan fansterbesar MotoGP di dunia.

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ABSTRACTThe popularity of MotoGP in Indonesia encourages PT. Yamaha Indonesia Motor Manufacturing (PT. YIMM) to pioneer a new kind of marketing strategy that advantages from that popularity. The strategy is using MotoGP attribute on the product that Yamaha produce in Indonesia. These MotoGP attributes consist of special livery/stripping that used in several motercycle model, accessories, and the way of advetising that Yamaha used in Indonesia. To know how these MotoGP attributes can attract the consumer attention in Indonesia, it’s

analyezd using buying decision theory, which prooves that these attributes really can affect the buying decision of the motorcycle consumer in Indonesia, which are the biggest MotoGP fans in the world.;The popularity of MotoGP in Indonesia encourages PT. Yamaha Indonesia Motor Manufacturing (PT. YIMM) to pioneer a new kind of marketing strategy that advantages from that popularity. The strategy is using MotoGP attribute on the product that Yamaha produce in Indonesia. These MotoGP attributes consist of special livery/stripping that used in several motercycle model, accessories, and the way of advetising that Yamaha used in Indonesia. To know how these MotoGP attributes can attract the consumer attention in Indonesia, it’s

analyezd using buying decision theory, which prooves that these attributes really can affect the buying decision of the motorcycle consumer in Indonesia, which are the biggest MotoGP fans in the world., The popularity of MotoGP in Indonesia encourages PT. Yamaha Indonesia Motor Manufacturing (PT. YIMM) to pioneer a new kind of marketing strategy that advantages from that popularity. The strategy is using MotoGP attribute on the product that Yamaha produce in Indonesia. These MotoGP attributes consist of special livery/stripping that used in several motercycle model, accessories, and the way of advetising that Yamaha used in Indonesia. To know how these MotoGP attributes can attract the consumer attention in Indonesia, it’s

analyezd using buying decision theory, which prooves that these attributes really can affect the buying decision of the motorcycle consumer in Indonesia, which are the biggest MotoGP fans in the world.]