Brand image, scooter lifestyle orientation, product quality, and purchase decisions among Honda automatic scooter buyers

Nurul Auliannisa and Tengku Syarifah
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Nurul Auliannisa: Department of Management, Faculty of Economics, Universitas Asahan
Tengku Syarifah: Department of Management, Faculty of Economics, Universitas Asahan

Priviet Social Sciences Journal, 2026, vol. 6, issue 9, 183-193

Abstract: 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

Keywords: purchase decision; product quality; brand image; lifestyle orientation; automatic scooter; Indonesia (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i9.2257

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