Pengaruh Citra Merek dan Keragaman Produk Terhadap Keputusan Pembelian Pada Sepeda Motor Listrik Di Dealer Honda Surabaya. (The Influence of Brand Image and Product Variety on Purchase Decisions for Electric Motorcycles at Honda Dealerships in Surabaya).

Nisa, Adinda Putri (2025) Pengaruh Citra Merek dan Keragaman Produk Terhadap Keputusan Pembelian Pada Sepeda Motor Listrik Di Dealer Honda Surabaya. (The Influence of Brand Image and Product Variety on Purchase Decisions for Electric Motorcycles at Honda Dealerships in Surabaya). Undergraduate thesis, Universitas17 Agustus 1945 Surabaya.

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Abstract

Electric motorcycles are an innovative product introduced by Astra Honda Motor (AHM) and have been distributed to Honda dealers in Surabaya. This study aims to determine the influence of Brand Image and Product Diversity on Purchase Decisions of electric motorcycles at Honda dealers in Surabaya. A quantitative approach was used with cluster sampling technique. The population in this study consisted of all consumers who had previously purchased an electric motorcycle at Honda dealers in South Surabaya, with a known population size. Based on the minimum sample calculation for quantitative research, 98 respondents were required. However, the researcher chose to use 100 respondents to obtain more representative data and to anticipate invalid or unusable responses. Data collection was conducted through online and offline questionnaires in May 2025. The data were analyzed using SPSS version 26 with the multiple linear regression method, including t-test, F-test, and coefficient of determination (R²). The results showed that Brand Image and Product Diversity have a significant influence, both partially and simultaneously, on Purchase Decisions. Brand Image was found to be the most dominant variable influencing purchasing decisions. This research is expected to serve as a reference for Honda dealers and Astra Honda Motor (AHM) headquarters to strengthen brand image and expand product diversity in order to increase consumer purchases of electric motorcycles. It may also serve as a reference and foundation for future studies, particularly in the field of environmentally friendly automotive product marketing.

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