<![CDATA[This study examines whether product quality, brand image, and scooter lifestyle orientation are associated with purchase-decision evaluations among 84 customers who had bought Honda automatic scooters at one authorised dealership in Kisaran, North Sumatra. The three-item scooter lifestyle orientation scale combines daily-use relevance, interest in new scooter models, and perceived practicality of automatic transmission; it does not directly measure self-congruity. Ordinary least squares regression explained 74.9% of the observed variance, R² = .749, adjusted R² = .740, F(3, 80) = 79.67, p < .001. Scooter lifestyle orientation was positively associated with purchase decisions, B = 1.088, 95% CI [0.855, 1.321], β = .672, ΔR² = .271, f² = 1.082. Brand image also showed a positive association, B = 0.290, 95% CI [0.083, 0.497], β = .253, ΔR² = .024, f² = .097. Product quality was not significantly associated with the outcome, B = 0.027, 95% CI [−0.154, 0.208], β = .023, ΔR² < .001, f² = .001. Because all variables were self-reported after purchase, distributions were ceiling-concentrated, and conventional OLS inference was used despite non-normal residuals, the estimates should be treated as sample-specific. The product-quality result does not establish competitive quality parity, and the lifestyle-orientation result does not directly test self-congruity. Multi-brand, prospective studies with validated measures and robust or bootstrap inference are needed.]]>
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