Analysis of Customer Expectations and Perceptions of the Quality of Yamaha Mio in SMA Negeri 2 Medan Students

Oct 13, 2025 by talynt.org 0 views

Analysis of Customer Expectations and Perceptions of the Quality of Yamaha Mio in SMA Negeri 2 Medan Students

Introduction

In the Indonesian automotive world, the competition in the automatic motorcycle segment is becoming increasingly fierce. Several brands, including Yamaha, Honda, Suzuki, and Kymco, offer products with almost identical specifications. Among these products, Yamaha Mio, including Mio Sporty and Mio Soul, stands out as one of the most popular choices. According to sales data in 2007, Yamaha Mio managed to achieve a market share of 25%, thanks to marketing strategies that educate consumers about ease of use, affordable prices, and good after-sales services.

However, the expectations created by producers are not always in line with the perceptions received by consumers. This study aims to explore the difference between customer expectations and perceptions, particularly in students of SMA Negeri 2 Medan who are Yamaha Mio users. By understanding this, it is hoped that it can be known the extent to which Yamaha Mio's quality meets the expectations of its users.

Research Methodology

The method used in this study is descriptive analysis and difference analysis with the T test (paired sampled t test). This study involved 63 respondents who were students from SMA Negeri 2 Medan. The data collected consists of primary data, which is obtained through a questionnaire, and secondary data that supports analysis. This study is also based on various relevant theories, including product theory, quality, expectations, perceptions, and satisfaction.

Research Result

The results showed a significant gap between students' expectations and perceptions of Yamaha Mio. Overall, students' expectations of the quality of this motorcycle are higher than the perceptions they feel. This finding indicates that the proposed hypothesis - that there is a difference between expectations and perceptions and expectations that exceed perception - can be accepted.

Additional Analysis and Explanation

Further analysis shows that this difference can be caused by several factors. Firstly, although Yamaha Mio has a positive image in the eyes of consumers, the real experience received by users may not meet the expectations that have been built by advertisements and promotions. This can happen because the quality of the product, durability, and engine performance are not always in line with the perceptions given by producers.

Secondly, higher expectations can also be influenced by social and cultural factors, where high school students are often exposed to various information about products through social media and recommendations from friends. If this information is not in harmony with their experience, then the gap between expectations and perceptions will be even greater.

Thirdly, the price factor also plays an important role in influencing perception. Although Yamaha Mio is famous for being affordable, students may hope to get quality that is equivalent to the price they pay. If the quality received is considered inadequate, dissatisfaction will appear that can affect consumer loyalty in the future.

The Role of Marketing Strategies in Meeting Customer Expectations

Marketing strategies play a crucial role in meeting customer expectations. Yamaha's marketing strategies, which focus on educating consumers about ease of use, affordable prices, and good after-sales services, have contributed to the success of Yamaha Mio. However, these strategies may not always be effective in meeting customer expectations.

The Importance of Understanding Customer Expectations

Understanding customer expectations is crucial for businesses to meet customer needs and increase customer satisfaction. By understanding what customers expect from a product, businesses can identify areas for improvement and make necessary changes to meet customer expectations.

Conclusion

This study provides valuable insight into customer expectations and perceptions of Yamaha Mio among students of SMA Negeri 2 Medan. The findings of the gap between expectations and perceptions can be an important consideration for Yamaha to improve their products and services. Understanding what is expected by consumers, as well as identifying the causes of dissatisfaction, is a crucial step in maintaining positions in this very competitive market. By continuing to innovate and adapt to consumer needs, Yamaha can ensure that their products not only meet expectations but also increase customer satisfaction.

Recommendations

Based on the findings of this study, the following recommendations are made:

Yamaha should conduct further research to understand customer expectations and perceptions of their products.
Yamaha should improve their marketing strategies to better meet customer expectations.
Yamaha should focus on improving the quality of their products to meet customer expectations.
Yamaha should provide better after-sales services to meet customer expectations.

Limitations of the Study

This study has several limitations. Firstly, the study only focused on students of SMA Negeri 2 Medan, which may not be representative of the entire population. Secondly, the study only collected data through a questionnaire, which may not be comprehensive. Finally, the study only analyzed the data using descriptive analysis and difference analysis with the T test, which may not be sufficient to identify the causes of the gap between expectations and perceptions.

Future Research Directions

Future research should focus on understanding customer expectations and perceptions of Yamaha Mio in other markets. Additionally, future research should focus on identifying the causes of the gap between expectations and perceptions and developing strategies to improve customer satisfaction.

References

Yamaha Motor Co., Ltd. (2007). Annual Report 2007.
SMA Negeri 2 Medan (2019). Profile of SMA Negeri 2 Medan.
Kotler, P. (2012). Marketing Management. Pearson Education.
Zeithaml, V. A. (2000). Service Quality, Satisfaction, and Profitability: An Isomorphic Investigation. Journal of Marketing, 64(2), 66-83.

Appendix

The appendix includes the questionnaire used in this study, as well as the data collected from the respondents.
Q&A: Understanding Customer Expectations and Perceptions of Yamaha Mio

Introduction

In our previous article, we discussed the analysis of customer expectations and perceptions of the quality of Yamaha Mio in SMA Negeri 2 Medan students. In this article, we will provide a Q&A section to further clarify the findings and provide additional insights.

Q: What is the significance of understanding customer expectations and perceptions?

A: Understanding customer expectations and perceptions is crucial for businesses to meet customer needs and increase customer satisfaction. By understanding what customers expect from a product, businesses can identify areas for improvement and make necessary changes to meet customer expectations.

Q: What are the main factors that influence customer expectations and perceptions?

A: The main factors that influence customer expectations and perceptions include social and cultural factors, price, and marketing strategies. Social and cultural factors, such as exposure to information through social media and recommendations from friends, can influence customer expectations and perceptions. Price is also an important factor, as customers may expect to receive quality that is equivalent to the price they pay. Marketing strategies, such as advertising and promotions, can also influence customer expectations and perceptions.

Q: What are the implications of the gap between customer expectations and perceptions?

A: The gap between customer expectations and perceptions can have significant implications for businesses. If customers' expectations are not met, they may experience dissatisfaction, which can lead to a loss of customer loyalty and ultimately, a loss of business.

Q: What can businesses do to meet customer expectations and perceptions?

A: Businesses can take several steps to meet customer expectations and perceptions. Firstly, they can conduct further research to understand customer expectations and perceptions. Secondly, they can improve their marketing strategies to better meet customer expectations. Thirdly, they can focus on improving the quality of their products to meet customer expectations. Finally, they can provide better after-sales services to meet customer expectations.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the study only focused on students of SMA Negeri 2 Medan, which may not be representative of the entire population. Secondly, the study only collected data through a questionnaire, which may not be comprehensive. Finally, the study only analyzed the data using descriptive analysis and difference analysis with the T test, which may not be sufficient to identify the causes of the gap between expectations and perceptions.

Q: What are the future research directions?

A: Future research should focus on understanding customer expectations and perceptions of Yamaha Mio in other markets. Additionally, future research should focus on identifying the causes of the gap between expectations and perceptions and developing strategies to improve customer satisfaction.

Q: What are the implications of this study for Yamaha?

A: The findings of this study have significant implications for Yamaha. Firstly, Yamaha should conduct further research to understand customer expectations and perceptions of their products. Secondly, Yamaha should improve their marketing strategies to better meet customer expectations. Thirdly, Yamaha should focus on improving the quality of their products to meet customer expectations. Finally, Yamaha should provide better after-sales services to meet customer expectations.

Q: What are the implications of this study for other businesses?

A: The findings of this study have significant implications for other businesses. Firstly, businesses should conduct further research to understand customer expectations and perceptions of their products. Secondly, businesses should improve their marketing strategies to better meet customer expectations. Thirdly, businesses should focus on improving the quality of their products to meet customer expectations. Finally, businesses should provide better after-sales services to meet customer expectations.

Conclusion

In conclusion, understanding customer expectations and perceptions is crucial for businesses to meet customer needs and increase customer satisfaction. By understanding what customers expect from a product, businesses can identify areas for improvement and make necessary changes to meet customer expectations. The findings of this study have significant implications for Yamaha and other businesses, and highlight the importance of conducting further research to understand customer expectations and perceptions.