<![CDATA[Research on the implementation of Structural Equation Modelingto analyze the Honda brand equityon purchase decision and post-purchase behavior is based on the strength of the brand equityas a market leader Honda motorcycles in Indonesia for many years. The problem saddressed in this study is how the relationship between brand equity Honda motorcycle on purchase decision and post purchase behavior of consumers. In this study developed six variables consisting of 4 exogenous variables, namely brand awareness, brand response, the impression of quality and product loyalty, to measure brand equityas well as two endogenous variables, ie, purchase decision and post-purchase behavior. The study involved 200 students of the University of Diponegoro as respondents using purposive sampling technique.Structura lequation modeling research is Behavioral Post Buy=Purchasing Decisions + error. From the Goodness of Fittest results, structural equation modelin this study can be used with a value of 70,237 and the Chi-Square probability AGF I1000 and 0951. Brand awareness of 10.1% influence on purchasing decisions and 10% of the post-purchase behavior and is avariable that gives the effect of CR 1477-value ≤2.58. Responses highest brandin fluenceis equal to 32.7% against 32.4% purchase decision and post-purchase behavior. Thusit was concluded that brand awareness does not affect the purchase decision, while there sponse the brand, the impression of quality and product loyalty influence purchasing decisions. Purchasing decisions also provide a positive influence on post-purchase decisions.]]>
