<![CDATA[This study aims to analyze the influence of product quality, service quality, promotion, and brand image on purchasing decisions for Honda motorcycles in Banyumas Regency. A quantitative approach was employed, utilizing primary data collected via questionnaires from 130 respondents selected through purposive sampling. The research instrument utilized a 5-point Likert scale, and the data were analyzed using multiple linear regression. The results reveal that product quality has a positive and significant effect on purchasing decisions. However, service quality, promotion, and brand image do not significantly influence purchasing decisions, despite showing a positive trend. This indicates that consumers prioritize functional aspects and product performance, making product quality the dominant factor influencing the decision to purchase Honda motorcycles in Banyumas Regency.]]>
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