The impact of brand image, product quality, and price on consumer purchase decisions of Honda Vario motorcycles

Abstract

This study aims to determine the impacts of brand image, product quality, and price on the decision to purchase Honda Vario motorcycles in Tanah Luas District. For this analysis, the researchers applied a regression model to determine the correlation of the independent and dependent variables. The analysis shows that overarching brand image, overall product quality and price have a significant joint effect on purchase decisions. In regards to other testing, brand image and price alone were externally influential on purchase decisions. In contrast, product quality was not a factor in Honda Vario's decision to purchase in that area. This will help the manufacturers and marketers strategize on how to increase the competitiveness of the product.