The Influence of Price and Brand Image on Motorcycle Purchase Decisions at Honda Maju Motor Prabumulih

Fitria (STEI Al Furqon Prabumulih)
Mudzakir Ilyas (STEI Al Furqon Prabumulih)
Hilda Damayanti (STEI Al Furqon Prabumulih)

Journal of Organizational Analysis and Performance
Vol. 2 No. 2 (2026): Journal of Organizational Analysis and Performance

This study aims to analyze the influence of price and brand image on motorcycle purchasing decisions at Honda Maju Motor Prabumulih. This research employed a quantitative method with a sample of 93 respondents selected using the Slovin formula. The data were analyzed using multiple linear regression with SPSS version 23. The results indicate that both price and brand image have a positive and significant effect, both partially and simultaneously, on purchasing decisions. The coefficient of determination (Adjusted R Square) of 0.430 shows that 43% of purchasing decisions are explained by price and brand image, while the remaining 57% is influenced by other factors outside this study. Therefore, price and brand image are important factors in improving consumers' purchasing decisions at Honda Maju Motor Prabumulih.