ABSTRACT

This research is based on the reason that the Brand Image of Honda Vario
product in Cipedes Urban Village is good, especially in the matter of Interest
of Brand Usage It is characterized by PT. Astra Honda Motor (AHM) is able to
win the market as the largest sales producer (user) by determining the right
market strategy. All parties concerned with PT. Astra Honda Motor has an
effect on market success.

The purpose of this study to determine the influence of the brand image built
by Honda Motor products Against Decision purchase of Honda motor
products in the Village Cipedes.

This research method is every scientific research is absolutely necessary,

because it is a way to collect data used to test the hypothesis that has been
formulated. Based on the variables studied then this research type is
descriptive and verikatif research. Analysis of the results of this study using a
simple linear regression analysis.

Based on the exposure of respondents' answers about Honda Vario Product

Image Brand in Cipedes Subdistrict, obtained the average respondents
answer of 4.62 with criteria Very good. Based on the respondent's
explanation about Purchase Decision of Honda Vario Motor Product in
Cipedes Keelurahan obtained the average respondent answer of 4.71 with
criteria Very good.

The results showed the value of coefficient of determination that has been
processed and calculated based on data that is equal to 56.32% included in
the criteria of Good influence. So this research can be concluded that there is
high influence from Brand Image to Purchasing Decision in Cipedes Village.
This shows Brand Image has an important role in improving the Purchase
Decision While the remaining 43.68% is determined by other factors not
examined.

Keywords: Brand Image and Purchase Decision

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