Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Kansei analysis: Motorcycle of choice based on user preferences in the
main commercial market area of Gedebage, Bandung
D. Yunidar
Telkom University, Bandung, Indonesia
A.Z.A. Majid
Universiti Sains Malaysia, Malaysia
T.Z. Muttaqien
Telkom University, Bandung, Indonesia
ABSTRACT: Traders in the Gedebage market area often use a motorcycle as a vehicle to support
their daily trading efforts. In dealing with the movement of goods with small dimensions, motorbikes
are the most feasible modes of transportation to be used in the city of Bandung due to traffic
conditions which often experience quite long and time-consuming traffic jams. The purpose of this
paper is to present an overview to facilitate how to understand and build products that are consistent
with the subjective factors of users in general. By using the Kansei Engineering approach to audit
entities in the form of tangible products, and case studies in the form of motorcycle products that
are used by traders in the commercial area of Gedebage Market, Bandung, in the end, this paper
will provide an overview that can be used by product designers in translating subjective values that
determine the user’s decision in choosing a product.
Keywords: Kansei, motorcycle, user preferences
1 INTRODUCTION
Based on the 2019 population projection released by the Bandung Central Statistics Agency, Bandung has a population of more than 2.5 million people on workdays that almost doubles on the
weekends due to domestic tourists visiting the city of Bandung. Thus it can be said that the city of
Bandung is one of the busiest cities in Indonesia.
Judging from the administrative division map of the city of Bandung, the Gedebage area is the
most extensive district in the city of Bandung which covers around 9.58 km 2 . With a population of
around 40,120,000 people and a growth rate of 0.01% per year, the Gedebage area is not the most
populous region in the city of Bandung. This area is also passed by two main axes of the streets of
Bandung, namely Jl. A.H Nasution, and Jl, Soekarno-Hatta, which makes it a strategic area and a
crossing gate for fast access to enter the city of Bandung from the east and south.
Traders in the Gedebage market area often use motorbikes as vehicles to support their daily
trading efforts. In dealing with the movement of goods with small dimensions, motorbikes are the
most feasible mode of transportation to be used in the city of Bandung due to traffic conditions
which often experience quite long and time-consuming traffic jams.
In buying a motorcycle, prospective users usually make their choices based on several common
factors such as functional needs, price, engine capacity, maintenance costs, and after-sales prices,
but often the potential users decide to buy the motorcycle based on non-technical factors and more
on emotional factors such as the shape, color, or even the brand of the motorcycle. There is an
interplay between technical factors and non-technical factors that make prospective users decide
to choose and buy a particular motorcycle product, and this relationship is meant by subjective
factors, where each potential user has a different subjective factor.
138
DOI 10.1201/9781003193241-25
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Kansei analysis: Motorcycle of choice based on user preferences in the
main commercial market area of Gedebage, Bandung
D. Yunidar
Telkom University, Bandung, Indonesia
A.Z.A. Majid
Universiti Sains Malaysia, Malaysia
T.Z. Muttaqien
Telkom University, Bandung, Indonesia
ABSTRACT: Traders in the Gedebage market area often use a motorcycle as a vehicle to support
their daily trading efforts. In dealing with the movement of goods with small dimensions, motorbikes
are the most feasible modes of transportation to be used in the city of Bandung due to traffic
conditions which often experience quite long and time-consuming traffic jams. The purpose of this
paper is to present an overview to facilitate how to understand and build products that are consistent
with the subjective factors of users in general. By using the Kansei Engineering approach to audit
entities in the form of tangible products, and case studies in the form of motorcycle products that
are used by traders in the commercial area of Gedebage Market, Bandung, in the end, this paper
will provide an overview that can be used by product designers in translating subjective values that
determine the user’s decision in choosing a product.
Keywords: Kansei, motorcycle, user preferences
1 INTRODUCTION
Based on the 2019 population projection released by the Bandung Central Statistics Agency, Bandung has a population of more than 2.5 million people on workdays that almost doubles on the
weekends due to domestic tourists visiting the city of Bandung. Thus it can be said that the city of
Bandung is one of the busiest cities in Indonesia.
Judging from the administrative division map of the city of Bandung, the Gedebage area is the
most extensive district in the city of Bandung which covers around 9.58 km 2 . With a population of
around 40,120,000 people and a growth rate of 0.01% per year, the Gedebage area is not the most
populous region in the city of Bandung. This area is also passed by two main axes of the streets of
Bandung, namely Jl. A.H Nasution, and Jl, Soekarno-Hatta, which makes it a strategic area and a
crossing gate for fast access to enter the city of Bandung from the east and south.
Traders in the Gedebage market area often use motorbikes as vehicles to support their daily
trading efforts. In dealing with the movement of goods with small dimensions, motorbikes are the
most feasible mode of transportation to be used in the city of Bandung due to traffic conditions
which often experience quite long and time-consuming traffic jams.
In buying a motorcycle, prospective users usually make their choices based on several common
factors such as functional needs, price, engine capacity, maintenance costs, and after-sales prices,
but often the potential users decide to buy the motorcycle based on non-technical factors and more
on emotional factors such as the shape, color, or even the brand of the motorcycle. There is an
interplay between technical factors and non-technical factors that make prospective users decide
to choose and buy a particular motorcycle product, and this relationship is meant by subjective
factors, where each potential user has a different subjective factor.
138
DOI 10.1201/9781003193241-25