<![CDATA[This study aims to analyze the influence of servicescape, service quality, and product quality on Honda motorcycle purchasing decisions at the PT Capella Dinamik Nusantara 88 (PT CDN 88) dealer in Pekanbaru. The background of the study is based on the phenomenon of a decline in PT CDN 88's sales volume from an average of 431 units per month (2024) to 360 units per month (2025), even though the Honda motorcycle market in Riau as a whole grew positively to 170 thousand units. Initial analysis of 881 Google Reviews showed 78 negative reviews, where the highest complaints concerned service quality (57%), followed by product quality (14%), and servicescape (3%). This study used a quantitative approach with a Likert-based questionnaire instrument. Sampling was carried out using a purposive sampling technique on a population of 9,500 Honda motorcycle buyers at PT CDN 88 for the period 2024–2025, and obtained 170 respondents. Data were analyzed using multiple linear regression with the help of IBM SPSS Statistics 25. The results of the instrument test showed that all items were valid and reliable. The classical assumption test was met (normality, multicollinearity, and heteroscedasticity). The t-test results showed that servicescape had a positive and significant effect on purchasing decisions (t count = 2.749; sig. = 0.007), service quality had a positive and significant effect (t count = 5.493; sig. = 0.000), and product quality had a positive and significant effect (t count = 4.738; sig. = 0.000). The F test showed that the three variables simultaneously had a positive and significant effect on purchasing decisions (F count = 128.734; sig. = 0.000). The coefficient of determination (Adjusted R²) of 0.694 indicated that the three variables were able to explain 69.4% of the variation in purchasing decisions, while the remaining 30.6% was influenced by other variables outside the model. The regression equation obtained was: Y = −1.681 + 0.273X₁ + 0.435X₂ + 0.304X₃.]]>
