Apakah Desain Produk, Brand Image Dan Kemudahan Transaksi Mempengaruhi Keputusan Pembelian Sepeda Motor Honda Vario

Sukma Bayu; Rayhan Gunaningrat

doi:10.59841/glory.v2i1.759

Authors

Sukma Bayu Universitas Duta Bangsa Surakarta
Rayhan Gunaningrat Universitas Duta Bangsa Surakarta

DOI:

https://doi.org/10.59841/glory.v2i1.759

Keywords:

Product Design, Brand Image, Transaction Convenience, Purchase Decision

Abstract

Motorcycle sales in Indonesia increased by 1.24% in October 2023, reaching 516,293 units, despite experiencing an annual decline of 3.96%. Cumulative figures for January-October show a growth of 26.22%, reaching 5,237,976 units. The research focuses on the Honda Vario motorcycle, aiming to understand the influence of design, brand image, and transaction convenience on purchase decisions. A quantitative research method was employed through surveys and questionnaires involving 93 consumers. Regression analysis indicates a positive relationship between product design, brand image, transaction convenience, and purchase decisions. The results highlight the importance of these factors in influencing consumer preferences for motorcycles, providing insights into market dynamics, and showcasing Honda's success in maintaining its dominance.

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