Selection motorcycle brands in Kota Bharu using Fuzzy Analytic Hierarchy Process

In Kota Bharu, motorcycles have gained popularity as a means of transportation since they provide residents with convenient and economical mobility. This study attempts to help purchasers rank motorcycle companies and establish their criteria for buying using the fuzzy AHP. Primary data was gathered using questionnaire surveys and customer knowledge interviews. The study concentrated on Yamaha, Honda, Suzuki, and Modenas as the leading motorcycle brands. Surveys were created using criteria taken from current research, including financials, features, and promotions. According to the study, Honda motorcycles were favoured over Suzuki, Yamaha, and Modena models. Based on four factors-financials, features, promotion, and motorbike type the FAHP technique was used to assess the performance of several motorcycle brand names. Priority was given to financial factors, features, motorbike type, and promotion was given the least importance. Based on their needs, lifestyle, and financial limitations, purchasers in Kota Bharu can use the study's systematic methodology to make informed motorbike purchases. The research advances our knowledge of consumer preferences and can help motorcycle dealers create robust brand positioning strategies. The FAHP methodology can also be used to enhance decision-making and product or service ranking.