The Effect of Risk Readiness and Perception of Values on Decisions of Using Motorcycle with The User's Involvement as Intervening

Daily transportation activities in various city streets are always filled with two-wheeled vehicles or motorbikes. The decision to use a motorbike considers several things, such us price, quality or durability of the product, ease of use, factors of culture, family, friends and habits. This study aims to reveal how the role of Risk readiness, perceptions of values that influence the decision to use a motorcycle through the user's involvement. The population in this study were motorcycle users in Palembang city who had at least used it for six months. This study uses sample of 201 people with data analysis techniques using Structural Equation Modelling (SEM). Based on the results of data analysis carried out, it is known that consumer involvement is not an intervening variable between Risk readiness and consumer decisions, and nor between consumer perceptions and consumer decisions. On the contrary, both exogenous variables actually influence consumer decisions directly. Consumer perceptions also do not require deep thinking but directly have an impact on consumers to decide using a motorcycle.