The Influence of "Moge" Motorcycles on the Design Trends of Automatic Scooters in Indonesia

  • Ferry Firman Moercahyono freelance
  • Yannes Martinus Pasaribu Institut Teknologi Bandung
Keywords: Moge, Scooter Trends, Motorcycle Industry, Product Designer, Design Adaptability


This study investigates the impact of the entry of large scooters, commonly known as "Moge," on the development of automatic scooter design trends in Indonesia. Through an in-depth analysis, this paper elucidates how the phenomenon of Moge entering the Indonesian market since 2008 has transformed the landscape of motorcycle design, particularly within the mid-range segment. Firstly, the research identifies that the design characteristics of Moge, including a robust appearance, minimalist graphics usage, and diverse color options, have influenced the design of mid-range daily scooters in Indonesia. In this context, the study highlights changes in the design of popular scooter models such as the Honda Vario. Moreover, the study demonstrates that these design changes are not solely influenced by technical and aesthetic aspects, but also by social factors, government regulations, lifestyle trends, and consumer preferences. Understanding these changes provides insights into how motorcycle industry stakeholders should respond to consumer demands and adapt to evolving government regulations. Furthermore, the paper underscores the pivotal role of key product designers in the decision-making process within the motorcycle industry. By integrating an understanding of government policies, research innovation, design adaptability, and active consumer communication, motorcycle industry players can be better prepared to address challenges and seize opportunities in a dynamic market. In order to maintain competitiveness and business sustainability, the paper recommends that motorcycle industry stakeholders should continuously comprehend shifts in government policies, invest in research and innovation, create flexible and adaptive designs, and engage in active interactions with consumers. By combining the key role of product designers in the decision-making process, the Indonesian motorcycle industry can achieve sustainable growth and retain its position in an ever-evolving market.


Download data is not yet available.


D. Astuti, “7 Koleksi Motor Antik Museum Transportasi,” 21 Februari 2020. https://www.goodnews

Ian Chalmers, “Economic Nationalism and the Third World State: The Political Economy of The Indonesian Automotive Industry, 1950-1984,” The Australian National University (Australia), 1988. [Daring]. Tersedia pada: f88ea7c33ca179fa99bf24eff73d1f9f/ 1?pq-origsite=gscholar&cbl=2026366&diss=y

K. Wicaksono, “Motor Ini Bisa Diatur Pakai Teknologi Internet of Things,” 4 November 2021.

B. Setiono, “Berdiri di Atas Mobil Sendiri.”

Atmawinata Achdiat, Dradjad Irianto, Lucia Diawati, Adriano Adlir, dan Yus Susilo, Pendalaman Struktur Industri yang Mempunyai Daya Saing di Pasar Global, Perkembangan Daya Saing Industri Otomotif, Elektronika, Peralatan Listrik dan Alat Berat. Kementerian Perindustrian RI. [Daring]. Tersedia pada: file:///C:/Users/user/Downloads/Telaahan%20Penguatan%20Struktur%20Industri%202007%20DAYA%20SAING%20INDUSTRI%20OTOMOTIF,%20ELEKTRONIKA%20&%20PERALATAN%20LISTRIK%20DAN%20ALAT%20BERAT.pdf

R. Rahmat, “Sejarah Sepeda Motor di Indonesia,” 17 September 2018. detail/umum/5099-sejarah-sepeda-motor-di-indonesia?p=all

W. O. Weernink, “Nederlands-Indië tot 1948,” 2010.

K. M. N. 49/MPP/Kep/2/2000, “Pusdiklat Bea dan Cukai,” Agustus 2014. pusdiklat-bea-dan-cukai/berita/pintu-masuk-mobil-impor-772366

K. Putri, “Mengenang Motor-Motor Kymco, Pionir Skutik di Tanah Air.” automotive/motorbike/katarina-ariesta-putri/mengenang-motor-motor-kymco-pionir-skutik-di-tanah-air

S. Yulia, “Sejarah Sepeda Motor dan Perkembangannya di Indonesia,”, 28 Februari 2022.

Redaksi Otosia, “Foto-foto Iklan Buram Vespa, Sudah Eksklusif Sejak Dulu,”, 24 Juli 2020.

Husein, “Vespa Scooters.”

E. Wojciechowska, “”

F. Profir, “Honda C70 Super Cub 1969-1980,” Desember 2008. moto/honda-c70-super-cub-1969.html#

Kartika, “Sejarah Industri Sepeda Motor di Indonesia,” J. Hum., vol. 9, no. 2, hlm. 117–126, 2018.

R. Chandra, “Menyusuri Jejak Honda S90, Motor Langka Incaran Kolektor,”, Desember 2021.

AISI, “Asosiasi Industri Sepeda Motor Indonesia,” Asosiasi Industri Sepeda Motor Indonesia.

A. H. Motor, “Koleksi Desain Astra Honda Motor,” Cikarang, 2016.

A. H. Wirawan, “Mengingat Kembali Vespa Corsa, Mbahnya Skuter Matik di Indonesia,” Desember 2017.

V. Shankar, G. S. Carpenter, dan L. Krishnamurthi, “Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers,” J. Mark. Res., vol. 35, no. 1, hlm. 54–70, 1998, doi: 10.2307/3151930.

A. M. Almushaikeh dkk., “Manufacturing of carbon fiber reinforced thermoplastics and its recovery of carbon fiber: A review,” Polym. Test., vol. 122, hlm. 108029, Mei 2023, doi: 10.1016/j.polymertesting. 2023.108029.

Suzuki, “Suzuki Catalogue.”

Harley Davidson, “Harley Davidson Wien Favoriten,” 29 September 2022. photo?fbid=464248759067538&set=a.464248729067541

Abraham Maslow, A theory of human motivation. 1943. [Daring]. Tersedia pada:

L. Marakanon dan V. Panjakajornsak, “Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products,” Kasetsart J. Soc. Sci., vol. 38, no. 1, hlm. 24–30, Jan 2017, doi: 10.1016/j.kjss.2016.08.012.

C.-C. Chen dan M.-C. Chuang, “Integrating the Kano model into a robust design approach to enhance customer satisfaction with product design,” Spec. Sect. Logist. Manag. Fash. Retail Supply Chains, vol. 114, no. 2, hlm. 667–681, Agu 2008, doi: 10.1016/j.ijpe.2008.02.015.

L. M. Vinai Panjakajornsak, “Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products”, doi: 10.1016.

How to Cite
F. Moercahyono and Y. Pasaribu, “The Influence of "Moge" Motorcycles on the Design Trends of Automatic Scooters in Indonesia”, JDI, vol. 5, no. 2, pp. 30-57, Sep. 2023.