Khairunnisa, Elma (2025) Pengaruh Brand Image Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy (studi Kasus Pada Konsumen Cv Honda Mas Angau Sungai Gantang). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine the effect of brand image on purchasing decisions for Honda Scoopy motorbikes for consumers of CV Honda Mas Angau Sungai Gantang. The type of research used in this research is a descriptive survey with quantitative methods. This study used a census sampling technique with a sample size of 44 respondents of CV Honda Mas Angau Sungai Gantang consumers who purchased Honda Scoopy motorbikes in 2023. The data obtained in this study through observation, questionnaires and interviews were then analyzed using SPSS 26 software. The results of this study indicate that there is a positive and significant influence of brand image on purchasing decisions. The coefficient of determination test results show that the r square value is obtained at 0.610, which means that the brand image influences purchasing decisions by 61%, while the remaining 39% is influenced by other variables not examined in this study.

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