Pengaruh Brand Image Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy Di Kota Lhokseumawe
DOI:
https://doi.org/10.2910/insight.v4i1.25313Abstract
This study aims to determine the influence of brand image on the purchase decision of Honda Scoopy motorcycles in Lhokseumawe City. This study employs a quantitative method using simple linear regression. Data collection utilized a purchase decision scale and a brand image scale, both of which had been tested for validity and reliability. The study sample consisted of 384 respondents selected using incidental sampling. Data analysis was conducted using simple linear regression. The results indicate that brand image has a positive and significant influence on purchase decisions, with a regression coefficient of 0.732 and a significance level of 0.000 (p < 0.05). The coefficient of determination (R²) of 0.489 indicates that 48.9% of purchasing decisions are influenced by brand image. Thus, it can be concluded that the higher the brand image, the higher the purchasing decision, so the hypothesis in this study is accepted
Keywords: Brand Image, Honda Scoopy, Purchasing Decisions
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Copyright (c) 2026 Sarifah Sarifah, Leni Maszura, Riza Musni
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