| Yamaha, as a brand of motorcycle industry, from Japan, has been long time existed in Indonesia. The role is not only as a complementary, but also the main player, on the other hand, it’s sales achievement can’t exceed Honda as a “family motorcycle”, that makes it the king of Indonesia motorcycle industry. Realize this position, Yamaha made big reformation to all aspects, technically or not technically. With the debut by automatic motorcycle named Mio, since year 2005, Yamaha succeed to change people mindset about Yamaha brand perceptions. With mean score of perceived Quality that is 4 of 6 attributes satisfied enough, above 3.4 points, made Yamaha proper to be considered. Entire brand association aspects which also good enough, indicates a new era for motorcycle industry rivalry in Indonesia. Rapid growth of Yamaha development must be followed byh the increasing of brand value itself. Anyhow, not easy to defeat the king of motorcycle industry that is Honda, therefore, it needs to make an accurate, efficient, and effective promotional strategy, so Yamaha will be in an increasing position time by time. |