What Drives Honda Motorcycle Purchases? Evidence from Capella Kandis

Abstract

This study's goal is to ascertain how consumer attitudes, brand image, pricing, promotions, and product quality affect Honda motorbike purchases at Capella Dynamic Nusantara Kandis. The study's sample consisted of 212 customers who bought Honda motorcycles from Capella Dynamic Nusantara Kandis. Non-probability purposive sampling was the method employed. Both descriptive and quantitative data analysis were employed in this investigation. Multiple linear regression equations were employed as the analysis strategy, and SPSS V.22 was employed to process the material. The outcomes demonstrated that the following factors partially and simultaneously had a positive and significant impact on Honda motorcycle purchase decisions at Capella Dynamic Nusantara Kandis: product quality, brand image, consumer attitudes, prices, and promotions. The R² of 0.572 indicates that these factors accounted for 57.2% of Honda motorcycle purchase decisions at Capella Dynamic Nusantara Kandis.