Brand Awareness, Brand Image, and Honda BeAT Purchase Decisions in South Tangerang

Fandi Fansuri (Universitas Esa Unggul)
Agus Firmansyah (Universitas Esa Unggul)

Locus Journal of Academic Literature Review
Vol 5 No 9 (2026): September

Brand awareness and brand image are widely examined in consumer research, including studies of Honda BeAT, but the interpretation of purchase-decision questionnaires within small residential communities requires closer attention. This cross-sectional study analyzes associations among brand awareness, brand image, and self-reported purchase-decision readiness among 94 eligible residents of Setneg Residential Complex, RW 06, South Tangerang. Participants were recruited through purposive and convenience sampling and completed a four-point Likert questionnaire comprising 39 items. Reported multiple-regression estimates were positive for brand awareness (B = 0.533; t = 4.586; p < .001) and brand image (B = 0.589; t = 4.094; p < .001). The overall model was significant (F = 19.260; p < .001), with adjusted R² = .282. Descriptive scores were 63.28%, 65.25%, and 55.70% of the respective scale maxima. The study offers a bounded account of brand-related perceptions in a neighborhood sample while distinguishing purchasing readiness from verified transactions. Measurement overlap, nonprobability recruitment, incomplete model-output documentation, and missing ethics declarations limit stronger inferences and require author verification before publication.