THE EFFECT OF PERFORMANCE, PRICE PERCEPTION, BRAND IMAGE

AND BRAND ASSOCIATION ON PURCHASING DECISIONS OF HONDA

CBR 150R IN SURABAYA

JOURNAL

Submitted to Qualify the Study Program Requirement

Undergraduate Program of
Management Department

PONTA DEWA SAKTIAWAN

2016210041

Written By:

PONTA DEWA SAKTIAWAN

2016210041

SEKOLAH TINGGI ILMU EKONOMI PERBANAS

SURABAYA

2019

i
 ii

The Effect of Performance, Price Perception, Brand Image and Bran

Association on Purchasing Decisions of Honda CBR150R in Surabaya

STIE Perbanas Surabaya

E-mail : 2016210041@students.perbanas.ac.id

ABSTRACT

In the automotive industry, consumer purchase decision is the most important aspect
for company’s life cycle, because it can effect on profitability especially for Honda
CBR 150R. The purpose of this study is to analyze the effect of purchase decision,
price perception, brand image, and brand association on purchase decision of Honda
CBR 150R in Surabaya. The method of research is data collection by distributing 113
questioner to respondent who met the criteria of the respondent. The data analyze
method in this research is using multiple regression analysis. The result of this
research is the performance and price perception has a negative effect on purchase
decision, but not significantly. The brand image has a positive effect on purchase
decision, but not significantly. In the other hand, brand association has positively
significant on purchase decision. The conclusion of this research is, brand association
is the most considered aspect in the Honda CBR 150R purchase decision.
Keyword: Performance, price perception, brand image, brand association, purchase
decision
INTRODUCTION motorcycle products from two Honda
competitors.
Recently, competition in the 150cc
category of motorcycle industry, Honda Motor factories in Indonesia
especially, in the 150cc sport fairing has sold 38,873 units or become the
category has kept companies busy choice of more than 4,800 motor sport
developing and improving their lovers every month. In 2016, Honda
technologies such as equipment, launched the next generation of the
machinery, and other support boards. CBR 150R which was produced in
The rapid growth and changes in the Indonesia in 2014. The next generation
motorcycle industry in 150cc are of CBR 150R named All New CBR
caused by the growth of the demand 150R whit code K45G, and according
by the consumers. To meet consumer to the Automotive Journalists' Forum
demand for motorcycles, Honda (Forwot) in Liputan 6, the Honda All
presents the CBR 150R has to compete New CBR 150R become the best
with two other Japanese motorcycle of the year through a
manufacturers. They are Yamaha YZF Forwot Motorcycle of the Year (FMY)
R15 and GSX R150 that are event.

However in the next competition,
according to the data from the
Indonesian Motorcycle Industry
Association in TMCBlog.com, in May
2017, Yamaha was ahead of its rivals
with R15 sales reaching 8,526 units.
Then, it was followed by the Honda
CBR150R with a distribution of
7,241units, and followed the Suzuki
GSX-R150 with 3,897 units. In 2017
itself, the Honda CBR 150R again
came under competition pressure from
Yamaha which knocked out the next
generation of YZF R15 which was
named the All New YZF R15 plus
Suzuki also entered the market
competition in the 150cc sport fairing
bike class by presenting the GSX
R150.
According to the data from the
Indonesian Motorcycle Industry
Association in TMCBlog.com, in June
2018, Yamaha was ahead of its rivals
with R15 sales reaching 4,893 units.
Then, it was followed by the Honda
CBR150R with a distribution of 2,609
units, and followed the Suzuki GSX-
R150 with 465 units. In 2018 itself,
Honda once again launched the next
generation of the CBR 150R from
previous generation with code K45N
In order to fight back again with
Yamaha YZF R15 and GSX R150.
However, although Honda has updated
its motorcycle technology, Yamaha
YZF-R15 can still outperform Honda
CBR 150R motorcycle sales. This is
the second time Yamaha YZF R15 has
been able to overtake sales from
Honda CBR 150R since Yamaha YZF
R15 appear in 2014.
iii
The decrease of sale above occurred
because of the problems with the
company's inability to meet consumer
demand in 150cc sport fairing bike
competition which has an impact on
purchasing decisions. Pratiwi GI
(2015), states that in order to meet the
requirements of the above-mentioned
consumers, motorcycle companies
should pay attention to the different
consumption parameters of modern
society. purchasing decision is
described as a process of evaluating
and selecting the various alternatives
in accordance with certain interests by
determining a choice that is considered
the most profitable.
There are several factors to be weighed
in consumer purchase decisions.
According to Ashaduzzaman, M.,
Hoque, I., & Mahbub, F. (2018)
performance is a factor that can effect
bike purchase decision. According to
Kotler and Keller (2009), states that
the higher the benefits or performance
of the product that can be offered to
customers, the higher the value the
customer thinks. This means that
customers' incentives to make
purchasing decisions will be even
higher. In fact, from the specification
of Honda CBR 150R, Honda CBR
150R has the lowest horse power
output from a performance point of
view. As a result, CBR 150R becomes
the slowest bike in 150cc. This is
reinforced from the news in oto.com
which states that Honda equipped the
CBR 150R with a 150 cc DOHC
engine that produce the lowest power
in it’ class

On the other hand, of the research
above, according to Sri Widyastuti and
Muhammad Said (2017), Price
Perception is a factor that can effect
purchase decision. According to
oto.com which states that one of the
shortcomings of the Honda CBR 150R
is its price is expensive when
compared with competitors
In the same study, according to Sri
Widyastuti and Muhammad Said
(2017), brand Image is one of factors
that can effect goods purchase
decision. Dib, H., & Alnazer, M.
(2013) stated that brand image is a
kind of association in the consumers’
minds when considering certain
brands. This is reinforced from
research conducted by Choirul Fattah,
M. O. H. (2016) who stated that the
brand image on the All New Honda
CBR 150 R motorbike was built on the
minds of consumers in the Honda
sotre: the strength of the brand
association, knowledge and assessment
of a consumer about the extent of
consumers can remember the All New
Honda CBR 150 R as a motor sport
issued by Honda. The strength of this
brand association can be measured by
the popularity and credibility of the All
New Honda CBR 150 R as well as
being comfortable to drive, a famous
motorbike sport that has the best
quality in its class, high resale prices
Meanwhile, according to Yanti, M. O.
Z., & Sukotjo, H. (2016), Brand
Association is one of factors that affect
purchase decision. Therefore,
according to Aaker, D. (1997), Brand
association can be formed through the
iv
combination of attitudes, attributes and
benefits. The impressions that arise in
the minds of the consumer are because
of various factors such as
communication, the marketing of a
brand, their experience and the
consumption of the brand by other
people. The relationship and
expectation associated with the
product would increase together by
increasing the number of customer
experiences in purchasing a brand or
by increasing the brand's presence in
the communication strategy of the
companies.
Based on the above research
background, the formulation of the
problem in this study can be
formulated as follows:
1. Whether the motor performance
has a significant and positive effect
on the customers’ purchasing
decision towards Honda CBR
150R?
2. Whether Price Perception has a
significant and positive effect on
the customers’ purchasing decision
towards Honda CBR 150R?
3. Whether Brand Image has a
significant and positive effect on
the customers’ purchasing
decisions towards Honda CBR
150R?
4. Whether Brand Association has a
significant effect on the customers’
purchasing decisions towards
Honda CBR 150R?

LITERATURE REVIEW
Performance
This aspect of performance has been
very often taken into account by the
customers when they start choosing
any product. In this case, the product is
the sport firing motorcycles which
have their performance above average
in the type of motorcycle. As it was
based on the o Focus Group
Discussion (FGD) in the study
conducted by Md Asha duzzaman,
Imranul Hoque and Farzana Mahbub
(2018), it was found that performance
is used as a consideration by mostly
the customers. Puspitasari, I, (2013)
argued that there are some parameters
used to analyze the motor engine
performance. They are such as torque,
power, and specific fuel consumption.
As stated by Kotler (2010), the factor
of performance has a relation to a
certain item’s functional aspects. It is
also as the main characteristic which
should be taken account by the
customers when they buy those items.
Another proponents— Fink, R. C.,
James, W. L., & Hatten, K. J. (2011),
also found the same evidence. They
found that the factor of performance of
certain products is always dependent
on the customer types.
According to Liu, Pang-Lo, and Chih-
Hung Tsai in Ashaduzzaman, M.,
Hoque, I., & Mahbub, F. (2018)
showing that manufacturers better like
the management of value process for
developing their new products. This
condition tends to create a product
with its better performance. It was
v
found that there was the most
important criteria for buying a car as
done by the domestic car purchasers.
One of the criteria was the technical
performance of the car ( Aghdaie, S. F.
A., & Yousefi, E, 2011). Indicators
that can be used to measure
performance refer to research from Md
Asha duzzaman, Imranul Hoque and
Farzana Mahbub (2018), as follows:
1. Engine quality
2. Millage of engine.
3. Engine Power.
Price Perception
As argued by Wei, C. F., Bruce, C. Y.
L., Kou, T. C., & Wu, C. K in
Widyastuti and Muhammad Said
(2017), the second important factor is
price. The customers also think that
price is used for consideration when
buying products or services. Therefore,
they think that they will purchase
products or services with reasonable
prices, meaning to decrease cost but it
can also increase the network facility.
In the perspective of marketing, price
is a monetary unit or other
measurement (service and other item).
Money is a means of exchange to have
a possession or having the right to get
service or products. Another aspect of
price is that it is flexible. By being
flexible, it means that, money or price
can be flexibly adapted. Therefore,
price is identical to money with its
ability to provide the customers with a
possession of products or services
whenever and wherever they can
decide to use it for buying that is
flexible.

In terms of elements of traditional
marketing combination, the easiest
element is also price. In this case, price
can change and adapt to the market
dynamics. It will be much clearer hen
price is viewed from the perspective of
price competition for example in a
discount war. This can very often
happens in the retail industries. As
stated by Dib, H., & Alnazer, M in
Widyastuti and Muhammad Said
(2017), Consumer assessment is
influenced by high-quality, low-price
and retailer attractiveness. The
customers are attracted by the same
level related to price as they desire and
as they are willing to pay for anything
they want to buy. Thus, it is the
customers’ buying intention that
means that when they buy any
products with higher price they also
want high quality. They also perceive
that the high price is related to their
perception of high quality product they
buy with it. How they can be attracted
is by the advertising program done by
the companies. This is dealt also with
pricing strategy by the company. The
companies should be able to increase
the customers’ perception towards the
products of high quality with high
price (Wu, Y. F., Wu, C. S., Lee, C. J.,
& Tsai, L. F in Widyastuti and
Muhammad Said 2017).
More than the above nature of price,
the company can also determine
selling the product or services. By
determining a certain price with the
high quality products the company can
get higher profits. Thus, the customers
who pay the products or services
produced by the company will enable
vi
the company to cover the cost of
production as well. From the price the
company can also determine their
sustainability, besides being able to
pay for the workers. It is also stated by
Sony Harsono (2013), that price is
considered one of the elements in the
marketing mix. He said that price in
this strategy that is a marketing mix
can provide the companies better
income. In more detail, it is stated that
there are still other three elements in
marketing mix. They are products,
distribution, and promotion.
Indicators that can be used to measure
performance refer to research from Sri
Widyastuti and Muhammad Said
(2017), as follows:
1. Number of value that consumer
exchanges with the benefit.
2. Competitive price.
3. Price fit with quality.
Brand Image
The next aspect in determining the
customers’ decision to purchase is
brand image. This aspect is very often
viewed by the customers for making
their decision to buy or purchase the
products or services. According to
Aaker in Yanti, M. O. Z., & Sukotjo,
H. (2016), Consumers more often buy
products with well-known brands
because they feel more comfortable
with things that are already known, the
assumption that famous brands are
more reliable, always available and
easy to find, and have quality that is
not in doubt, so that more recognized
brands more often chosen by
consumers over unknown brands. A
 vii

research conducted by Oladepo, O. I., (2014)anti, Mery Oky Zufi, and

& Abimbola, O. S. (2015), provides Hendri Sukotjo (2016), as follows:
evidence indicating the there is a
significant effect of brand image on 1. Brand Recognition.
the customers’ decision to purchase 2. Well know brand.
(purchase decision). For that reason, 3. Memorable Brand.
this factor has an important role for the 4. Corporate Image.
company to attract the customers in
Brand Association
order they make decision to buy the
company’s products or services. Another factor to be discussed is brand
association. This factor refers to an
As argued by Dib, H., & Alnazer, M.
individual or person’s mind with his
(2013), they defined that brand image
impression as associated with his
indicates the customers’ mind for
memory towards a certain brand. A
association process towards a certain
brand image is – in fact—will created
product’s brand. This process is delat
by several interconnected brand
with associating the customers’
process of association. When there are
memory about the specification of the
more processes of associations, the
brand. It also deals with the traits,
stronger the image of the product or
strengths, as well as the brand’s
service is Durianto, D, (2004). In
weaknesses. In connection with this
relation to this brand association,
brand image, Setya, B. I., & Soni
Kotler, P., & Keller, K. L. (2007)
Harsono (2018) stated that the
argued that brand association is the
companies could assist their customers
person’s impressions that rise in his
to attain some information related to
mind with his memoery towards a
the company's products or services.
certain brand. This is caused by many
The company can also help them for
things the individual or a person have
recommendation such as to purchase a
in relation to a certain product or
certain product or services. The
service. This can happens during
company is also able to help their
communication process such as the
customers to distinguish their own
company’s strategy in their marketing.
brand with another products’ brand. In
The company can communicate their
this case, the company has to try to
product brand through marketing
make their customer have a good
strategy. Therefore, this
feeling towards their own products or
communication during the marketing
services. This is created by the
strategy can make the customers
company using the brand image.
experience with the product or service
Indicators that can be used to measure they buy. They experience when they
performance refer to research from Sri buy the products or services—thus
Widyastuti and Muhammad Said consuming the brand as well.
(2017) and Umi Muawanah
As stated by Widjaja in Yanti, M. O.
Z., & Sukotjo, H. (2016) the aspect of

brand association is that it is always
associated with the fact that the
products or services consumed by the
customers can express their life styles.
It can also show their social status,
social class. Even, brand association
can also indicates the customers’
professional roles. For example, the
customers feel that by using the
products or services they have
purchased they can apply it and then
they can be considered as the types of
the people with high brand. This is
their association with the brand. It can
also represents the store, selling the
products with certain customers
associated with their social class.
Another proponent is Hermawan, A.
(2012). He described that brand
association the factor with the person’s
memory towards a certain brand. It is
the brand association which does not
only occur in in the customers’ life but
brand association also has a certain
degree of its power. This power or
strength is related to a certain brand. It
can be stronger when it is based on lost
of customers’ experiences of
communication. This communication
is ofen done during the marketing
process. It is also similar to the
statement by Aaker, D. A. (2013). It is
stated that the process of association of
the brand is very much correlated with
the company and the product or
service brand. This experience can be
in very long process that is becoming a
long-lasting asset possessed by the
company. This kind of asset with the
customers’ experience reflects the
company’s strategic position of the
company’s product or services. For
viii
that reason, brand association is
always both directly and indirectly
connected with the customer's memory
of the brand. Las but not least, Aaker
in Hasan, A. (2009) also argued that
the factor of brand association
concerns anything associated with the
person’s memory towards a certain
brand. It can even a certain group of
customers’ memory related to the
brand of a certain product or service in
which all the processes occur in the
customer’s mind.
Indicators that can be used to measure
performance refer to research from
Umi Muawanah (2014) Yanti, Mery
Oky Zufi, and Hendri Sukotjo (2016),
as follows:
1. Product Attributes.
2. Functional Benefits.
3. Attitude.
Purchase Decision
As it has been noted in the prevailing
business and trade nowadays, there are
several products which have been sold
along with other competitors of both
services and goods. For that reason, for
the customers, they have always their
own option consumers to purchase or
to buy any product. They select by
themselves, specifically when the
product is the goods or services and
these products and services also have
the same competitors of the same
products and services or even the
substitution products. The customers—
finally— will make their own decision
to buy such product. Their final
decision in this case is actually the

result of their consideration towards
that product.
In the case of customers’ process of
considering to purchase a product,
Kotler, P. & Keller in in Widyastuti
and Muhammad Said (2017),
explained in more details. They
described that such process is in fact a
well-established strategy in in
marketing and consumer literature
behavior. In that theory, it explains
that when customers make decision to
purchase, they always involve a certain
process. This process includes five
stages: problem recognition,
information search, evaluation of
product options, purchase decisions,
and post-purchase support.
First of all, a purchasing process will
start by the time the customers have
recognized their problem or need.
After they have recognized their
problem or need, then the next step is
searching any information related to
their problem or need. In this step,
they search information (for example
information about price and the
product itself). This is the second
process of searching information as
their hard effort until they find it
completely. After getting the
information they need, the next stage
is decision to purchase that is the third
stage. In this third stage, the customer
are trying to evaluate the products and
the options (evaluation process). This
process, the customers get involved in
the effort to examine and compare the
product attributes. They compare the
attributes dealing with price, brand,
quality, and etc. in the evaluation
ix
stage, the customers also assess the
perceived risk associated with online
shopping.
Based on the process above, perceived
risk is proved to have an effect on the
process of the customers’ evaluating
and choosing behavior. More
importantly, it is argued by Swasta, B.
Dharmesta & Irawan, (2008), the
concept of purchase decision is
concerned with the customers’
understanding their wants or needs for
a certain product. Before deciding to
buy a certain product, the customers
are evaluating by looking at the
existing sources of information about
the product or service they want to
purchase. Thus, they set their decision
to purchase by also identifying
different alternatives before they do it,
and finally ended by their post-
purchase behavior. Last but not least,
Drumond in Meyliana, M. (2012)
asserted that the customer’s purchasing
decision is also the process initially to
identify all possible alternatives for
solving their problem (purchasing the
product) and then evaluating their
choice systematically and objectively
based on the information sources
thinking also about the benefits of
each product of different products.
Indicators that can be used to measure
performance refer to research from Md
Asha duzzaman, Imranul Hoque and
Farzana Mahbub (2018), Sri
Widyastuti and Muhammad Said
(2017) and Umi Muawanah
(2014)anti, Mery Oky Zufi, and
Hendri Sukotjo (2016, as follows:

1. Problem recognition.
2. Information search.
3. Alternative evaluation.
4. Make a purchase decision.
INTER-VARIABLE
RELATIONSHIPS
Effect of Performance on the
Purchase Decision
As stated by Kotler (2010),
performance is concerned with the
functional aspects of a product in
which the customers use it as the main
characteristic for considering the
decision to purchase. In relation to this
argument, it can be referred to a study
by Ashaduzzaman, M., Hoque, I.,
&Mahbub, F. (2018). They provide an
evidence they found in their study that
there is a significant and positive effect
of motorbike’s performance on the
customers’ decision to purchase in
Bangladesh. Their research showed
that the performance’s mean score is
3.73 and Z-value is 25.36 with p <
0.001. In addition, the roads, culverts,
traffic jam, and other infrastructures in
Bangladesh require the business and
the marketers to pay attention much
the motorbikes’ performance. This
finding was also supported by
Aghdaie, S. F. A., & Yousefi, E.
(2011) They found that the most
important criteria for purchasing a car
by the customers is also the car’s
technical performance. According to
Liu, Pang-Lo, and Chih-Hung Tsai in
Ashaduzzaman, M., Hoque, I., &
Mahbub, F. (2018)also proved that
most of the companies also prefer their
management focused on the value
x
process management to develop new
products. This value-process
management is also to focus on a
better performance of the products the
companies produced.
Based on the evidences described
above, it can be generalized that
performance is an important factor for
the companies—and especially the
marketers—to focus on their value-
process management for creating
better performance. For that reason,
the companies should improve their
products’ performance, very
specifically the car or motorbikes’
performance because it can finally
make the customers quickly decide to
purchase their motorbikes with high
performance (purchasing decision).
Effect of Price Perception on
Purchase Decision
The proponents of marketing, namely
Kotller & Amstrong (2008), defined
simply that price is identical to the
amount of money the customers use
for paying whatever goods or services
they want to buy or purchase. In
addition, in any literatures, price
perception is related to the customers’
perception towards e certain amount of
money used for an exchange of
possessing the benefits of using the
products or services. This price
perception is indeed considered to
have significant effect on the
customers’ purchasing decision. For
example, an evidence of the study by
Widyastuti, S., & Said, M. (2017) also
showed that price perception has a
significant and positive effect on the

customers’ purchasing decision. They
found that price perception in their
finding is 2.127 value of T-test, and
the significance value is 0.039, smaller
than 0.05. This indicates that price
perception has a significant effect on
the customers’ purchase decision.
This evidence above also shows that
price as a monetary unit or
measurement (service and other item)
serving as a means of exchange for
possessing or using the right products
or services. Besides that, the product
or service quality and the customers’
income can affect price perception. A
study by Shirai, M. (2014) found that
there is a relationship between the
customer’s value and market price
from a long-lasting product category.
It is also supported by another
argument claiming that price is based
on the product’s value. In other words,
price perception can also be affected
by the product value and therefore,
price also shows the product’s value.
Based on the arguments with
evidences provided above, it can be
explained that product with higher
price will be perceived by the
customers to have the same high value
of the products the customers want to
purchase. Therefore, price is also an
important factor for the companies to
determine for their product with also
high performance that is the high
value. By doing so, the company can
make the customers make quick
decision to purchase their products.
Price is then an important factor for
affecting the customers’ decision to
purchase (purchase decision).
xi
Effect of Brand Image on the
Purchase Decision
Besides the products’ performance and
price perception, brand image is also
considered an influential factor for the
customers’ purchase decision.
Fajarianto, B., Lubis, N., & Saryadi, S.
(2013) argued that brand image if the
customers’ perception towards a
product or service brand, or the
customers’ memory reflected in their
mind as related to also the brand
association. They consider brand
image as a group of belief, idea,
impression, and the customers’
perception towards a certain brand. For
example, there is an evidence to
support this concept of brand. A study
by Widyastuti, S., & Said, M. (2017)
shows that brand image has a
significant effect on the customers’
purchasing decision. As statistically
analyzed, brand image has 3.190 value
with the t-test, and the significance
value is 0.003 which is smaller than
0.05.
Brand image is considered to have a
significant and positive effect on the
customers’ purchasing decision. As
described, an image is one of the basic
characters in modern marketing
orientation that attempts to have more
attention on building a strong image.
With the product strong image on the
customers’ mind, the company can
motivate their customers to buy their
products. Generally, customers believe
in the famous brand of a certain
product they have already purchased.
Another evidence is also proved by a
study conducted by Yanti, M. O. Z., &

Sukotjo, H. (2016). They showed a
regression coefficient value of the
brand image that is 0.433. Therefore, if
the brand image increases by one unit,
it can also increase purchasing
decisions by 0.433 units, assuming the
variable of brand awareness and brand
association are constant.
Based on the concept of brand image
and the evidences supporting the brand
image as important factor for the
customers’ decision to purchase, it can
be asserted strongly that brand image
is an important indicator for affecting
the customers’ purchasing decision,
namely their decision to buy a product.
In order that the company can increase
their customers’ purchase decision, the
company should have a great effort of
building their product image. Brand
image has a significant effect on the
customers’ purchasing decision.
Effect of Brand Association on
Purchase Decision
When referring to the proponent,
namely Aaker in Hasan, A. (2009)
brand association is anything
connected with a brand in the
customers’ memory or a group of
people with their mind associated with
having a brand in their mind. This is
conceptually related to the customers’
memory related to a certain band.
According to Aeker in Yanti, M. O. Z.,
& Sukotjo, H. (2016), there are some
indicators for measuring brand
association. It consists of such as
direct and indirect product attributes,
product fictional benefit, and
evaluation to a product attitude. In
xii
relation to this concept of brand image,
Yanti, M. O. Z., & Sukotjo, H. (2016)
provided an evidence in their study.
They found that brand associations
affect the customers’ purchasing
decision. Using a regression
coefficient value, they found the brand
association variable with 0.123 value.
Therefore, when the brand association
increases by one unit, it will also
increase the purchasing decision by
0.123 units, assuming there is a
constant brand awareness variable and
brand image. In other words, the
products with high-quality impression
will encourage consumers to buy or
purchase it so that they trust on the
quality of the product.
Based on the arguments above, it can
also be asserted that brand association
is an important indicator for the
companies to pay attention in order
they can improve or build their product
brand. The customers will always
associate the high-quality product with
the value they get when buying it or
the products they possess. This brand
association can significantly affect the
customers’ purchasing decision.
Therefore, brand association is an
influential factor for increasing the
customers’ purchasing decision.
By considering the four factors
(performance, price perception, brand
image, and brand association), the
researcher has conceptualized the
framework of this present research.
Having theoretically described the
effects of these four factors, based on
both theoretical basis and the previous
studies, the present researcher find it

important to have the a clear
theoretical framework as it is
presented on Figure 2.4.
Research Framework
Performance
H1 (+)
Price
H2 (+)
Perception
Purchase
Decision
H3 (+)
Brand Image H4 (+)
Brand
Association
Figure 1 Research Framework
Research Hypotheses
In this study consisted of several
research hypotheses as the initial
reference in this study based on
previous theories and research.
H1: Performance has a significant
effect on purchasing decision of
Honda CBR 150R.
H2: Price perception has a significant
effect on purchasing decision of
Honda CBR 150R.
H3: Brand image has a significant
effect on purchasing decision of
Honda CBR 150R.
H4: Brand Association has a
significant effect on purchasing
decision of Honda CBR 150R.
xiii
Population, Sample and Sampling
The population, in this study,
the researcher mentions all elements or
members in a region that are the target
of research or the whole of the object
of research Juliansyah Noor, S. E.
(2016). The population of this study is
all the Users All New CBR 150R in
Surabaya.
According to Bungin, B. (2013),
the sample is a conclusion drawn from
the population and can be generalized
to the entire population. This
conclusion can be made because the
intended sampling is to represent the
entire population.
According to the formula of Van
Voorhis in Sagala, C., Destriani, M.,
Putri, U. K., & Kumar, S. (2014), the
number of respondents to be taken in
this study to be sampled is more than
equal 82 respondents. In the other
hand, this research uses validity and
reliability test, therefore the total
number of respondents used is 112
consisting of 30 respondents for small
samples and 82 for large samples
RESEARCH SUBJECT AND
DATA ANALYSIS
Research Subject
The sample in this study were all users
of the All New CBR 105R who have
just bought in a new condition for a
period of 3 to 6 months, with their own
intention to purchase, and bought the
CBR 150R with their own money. The
sample in this study uses non-
 xiv

probability (non-probability sampling

method/ non-randomly sampling). The
sampling is not based on technical 1. Purchase Decision
opportunities that do not provide the On Table 1, it can be seen that the
same opportunities (opportunities) for results of respondents' responses to
elements or members of the population the average purchase decision
to be chosen as samples Ruslan, R. variable strongly agree with the
(2010) statement items in the
questionnaire. In Table 1, it can
Data Analysis also be seen that the indicator that
gets the highest value is PD4 with
Statistic Descriptive Analysis a mean of 4.78 or included in the
interval class 4.3 <× ≤ 5, while
TABLE 1
PD3 is the lowest indicator with a
DESCRIPTIVE STATISTIC
mean value of 4.45 or included in
OUTPUT RESULTS
the interval class 4.3 <× ≤ 5. From
Vari N M Desc Vari N M Descripti These data indicate that
able’ ea riptio able’ ea on
s n n s n respondents strongly agree with the
Indi Indi statement of the purchase decision
cator cator
PD 1 1 4. Very PP 3 1 3. Agree
of respondents to buy a Honda
1 53 Agre 1 96 CBR 150R.
3 e 3
PD 2 1 4. Very Mea 1 3. Agree
1 54 Agre n 1 52 2. Performance
3 e (PP) 3
PD 3 1 4. Very BI 1 1 4. Very
On Table 1, it can be seen that the
1 45 Agre 1 51 Agree results of respondents' responses to
3 e 3 the average Performance (P)
PD 4 1 4. Very BI 2 1 4. Very
1 78 Agre 1 47 Agree variable agree with the statement
3 e 3 items on the questionnaire. On
Mea 1 4. Very BI 3 1 4. Very
n 1 57 Agre 1 58 Agree Table 4.14, it can also be seen that
(PD) 3 e 3 the indicator that gets the highest
P1 1 3. Agre BI4 1 4. Very
1 93 e 1 6 Agree value is P1 with a mean of 3.93 or
3 3 is included in the interval class of
P2 1 3. Agre Mea 1 4. Very
1 9 e n 1 54 Agree 3.4 <× ≤ 4.2, While P 3 is the
3 (BI) 3 lowest indicator with a mean value
P3 1 2. Agre BA 1 4. Very
1 89 e 1 1 54 Agree of 2.89 or included in the class
3 3 interval 2.6 <× ≤ 3.4. Overall
Mea 1 3. Agre BA 1 4. Very
n (P) 1 59 e 2 1 44 Agree respondents' responses to the
3 3 variable Performance (P) from P1
PP 1 1 3. Agre BA 1 4. Very
1 8 e 3 1 5 Agree
to P3 showed the results agree with
3 3 the value of means 3.59 included
PP 2 1 2. Agre Mea 1 4. Very
1 81 e n 1 49 Agree
in the class interval 3.4 <× ≤ 4.2
3 (BA 3 which shows that overall the
)
respondent expressed strongly

agree with the statement related to
CBR 150R performance
3. Price Perception
In Table 1 can be seen that the
results of respondents' responses to
the variable Price Perception (PP)
on average agree with the
statement items in the
questionnaire. In Table 1 it can
also be seen that the indicator that
gets the highest value is PP 3 with
a mean of 3.96 or included in the
interval class of 3.4 <× ≤ 4.2,
While PP 2 is the lowest indicator
with a mean value of 2.81 or
included in the interval class 2.6
<× ≤3.4. On the average
respondent's response to the Price
Perception variable from PP1 to
PP3 shows the results agree with
means value 3.52 which belongs to
the class interval 3.4 <× ≤ 4.2
which shows that on average the
respondent agreed with the
statement related to Price
Perception of respondents about
the price listed Honda to have a
CBR 150R.
4. Brand Image
In Table 1, it can be seen that the
results of respondents' responses to
the Brand Image variables on
average strongly agree with the
statement items in the
questionnaire. In Table 1 it can
also be seen that the indicator that
gets the highest value is BI4 with a
mean of 4.60 or included in the
interval class 4.3 <× ≤ 5, while BI2
is the lowest indicator with a mean
value of 4.47 or included in the
xv
interval class 4.3 <× ≤ 5. From
These data indicate that
respondents strongly agree with the
brand image statement owned by
Honda CBR 150R.
5. Brand Association
In Table 1, it can be seen that the
results of respondents' responses to
the Brand Association variables on
average strongly agree with the
statement items in the
questionnaire. In Table 1, it can
also be seen that the indicator that
gets the highest value is BA1 with
a mean of 4.54 or included in the
interval class 4.3 <× ≤ 5, while
BA2 is the lowest indicator with a
mean value of 4.44 or included in
the interval class 4.3 <× ≤ 5. From
These data indicate that
respondents strongly agree with the
statement of the brand association
owned by Honda CBR 150R.
Classic Assumption Analysis
1. Multicollinearity Test
This test aims to test whether the
regression model find a correlation
between independent variables. A
good regression model should not
occur correlation between independent
variables. If the variables are
correlated, then this variable is not
orthogonal. Orthogonal variables are
independent variables whose
correlation value between independent
variables is zero. Multicollinearity can
also be seen from VIF, if VIF <10,
then the level of colinearity can be
 xvi

tolerated. The result of If the significant value > 0.05,

Multicollinearity Test can be seen in it means that H0 is accepted, which
Table 2 can be interpreted as residual data that
is normally distributed Ghozali, I.
TABLE 2 (2013)
THE RESULT OF
MULTICOLLINEARITY TEST TABLE 3
THE RESULT OF NORMALITY
No. Variables Tolerance VIF Value
Value TEST
1 Performance 0.895 1.118
2 Price Perception 0.895 1.119 One-Sample Kolmogorov-Smirnov Test
3 Brand Image 0.888 1.126 Unstandardized
4 Brand Association 0.873 1.146 Residual
N 113
According to Table 2, the VIF Normal Mean 0.0000000
Parameters2
values of performance, price Std. 1.65045320
Deviation
perception, brand image, and brand Most Extreme Absolute 0.119
association variables are less than 10. Differences
Positive 0.051
Its mean there is no correlation Negative -0.119
Kolmogorov-Smirnov 1.260
between independent variables on
Asymp. Sig. (2-tailed) 0.084
regression models.
2. Normality Test According to Table 3 the
significant value is 0.084. It means that
This test aims to test whether in the H0 is accepted and residual data are
regression model, confounding or normally distributed because the
residual variables have a normal significant value > 0.05
distribution. For example, if it is
known that the t test and the F test 3. Autocorrelation Test
assume that the residuals follow the
normal distribution. If the assumption This test is used to test whether the
is violated then the statistical test linear regression model has a
becomes invalid for the small sample correlation between the error of the
size. Another statistical test that can be intruder in period t and the error of the
used to test residual normality is the previous period intruder. a good linear
non-parametric statistical test. regression model is if symptoms do
Kolmogorov-Smirnov (K-S). K-S test not occur auto correlation. Ways that
is done by making a hypothesis can be used to detect the presence of
autocorrelation symptoms include:
H0: Residual data are normally
distributed Durbin Watson Test (DW Test)

HA: Residual data are not normally H0: dL < d < 4-dU (no
distributed autocorrelation)
H1: d > 4-dL (there is autocorrelation)

TABLE 4
THE RESULT OF
AUTOCORELATION TEST
Std. Error of the Estimate Durbin-Watson
1.681 1.528
According to table 4 the score
of Durbin Watson (D) is 1.528.
According to Durbin Watson table
(a=5%) with 113 samples and three
independent variables, the value of
dL= 1.5255 and value of dU=1.8676.
so the value of D is located at dL < d <
4-dU or 1.5255 < 1.5258 < 1.8676. the
conclusion is there is no
autocorrelation in the variables.
Statistic Analysis
Statistical data in this study multiple
linear regressions and t-test are used to
determine the effect of performance,
price perception, brand image, and
brand associations on purchasing
decisions. In multiple linear regression
analysis and t-test is using SPSS 16.0.
1. Multiple Regression Analysis
TABLE 5
HE RESULTS OF MULTIPLE
LINEAR REGRESSION TESTS
Variables B Value
Performance -0.164
Price Perception -0.012
Brand Image 0.112
xvii
Brand Association 0.590
A 10.197
E 2.214
Form the Table 5 can be concluded the
formula of multiple linear regressions
as follows:
Y= a+ b1X1 + B2X2 + B3X3 + B4X4
+e
Y= 10.197 + -0.164 X1 + -0.012 X2 +
0.112 X3 + 0.590 X4 + e
Constanta (a) = 10.197 show that if the
independent variables (performance,
price perception, brand image, brand
association) on purchase decision
Honda CBR 150R in Surabaya =0, the
Purchase Decision Honda CBR 150R
in Surabaya is 10.197. Regression
coefficient of performance (X1) =
-0.164 show that there is a negative
correlation between performance and
purchase decision. it means that
purchasing decisions are increasing
even though the performance is
decreasing. Regression coefficient of
price perception (X2) = -0.012 show
that there is a negative correlation
between price perception and purchase
decision. It means that purchasing
decisions are increasing even though
the price perception is decreasing.
Regression coefficient of brand image
(X3) = 0.112 show that there is a
positive correlation between brand
image and purchase decision. It means
that purchasing decisions are
increasing if the brand image is also
increase. Regression coefficient of
brand association (X4) = 0.590 show
that there is a positive correlation
 xviii

between brand association and From the results of the multiple linear
purchase decision. It means that regression test contained in the table
purchasing decisions are increasing if above, performance and price
the brand association is also increase. perception have a negative influence
Error (e) = 2.214 show that if the error on Honda CBR150R purchasing
value increases by the unit it will decisions, while brand image and
increase in other variables outside the brand associations have a positive
independent variable in this study by influence on Honda CBR150R
4.909. purchasing decisions. On the other
hand, according to the table above
1. T-Test performance, price perception, and
TABLE 6 brand image do not have a significant
THE RESULTS OF T- influence on Honda CBR150R
TEST purchasing decisions, while brand
No Variables Sig. associations have a significant
1 Performance 0.111 influence on Honda CBR150R
purchasing decisions.
2 Price Perception 0.894

3 Brand Image 0.243

1. Performance has a negative
4 Brand Association 0.000 influence on purchasing
decisions Honda CBR 150R, but
not significant.
From the results of data analysis using
The results of this study contradict the
SPSS 16.0 in Table 6 shows the t-test
research conducted by
of probability significance. If the
MdAshaduzzaman, Imranul Hoque
significance value <0.05 then H0 is
and Farzana Mahbub (2018) entitled
rejected and H1 is accepted. The
Factors affecting decision to purchase
significance value of performance,
motorbikes, a study done on the
price perception and brand image are
customers in Bangladesh which states
0.111, 0.894, and 0.243 which is
that performance has a significant
greater than 0.05. It shows that H0 is
positive effect on purchasing
accepted and H1 is rejected, so
decisions. In this study, performance
performance, price perception and
did not have a significant influence on
brand image have no significant effect
purchasing decisions because
on purchasing decisions. In the other
respondents did not attach importance
hand, brand association has a
to motor performance in deciding to
significance value of 0,000. This value
buy a Honda CBR 150R. This is also
is smaller than 0.05. This means that
supported by the results of the value
brand associations have a significant
(b) in X1 of the multiple linear
effect on purchasing decisions.
regression equation which shows that
even though the performance sector
Discussion
assessment is declining, the decision to

buy a Honda CBR 150R will continue
to increase.
2. Price perception has a negative
influence on Honda CBR150R
purchasing decisions, but it is not
significant.
The results of this study contradict the
research conducted by Sri Widyastuti
and Muhammad Said (2017) entitled
the customers’ consideration towards
their decision to purchase Specs Sports
Shoes Product through Brand Image,
Product Design, and Price Perception
which states that price perception has a
significant positive effect on
purchasing decisions. In this study,
price perception does not have a
significant influence on purchasing
decisions because respondents do not
weigh prices too much in deciding to
buy a Honda CBR 150R. Besides that,
according to oto.com, CBR 150R itself
has a relatively expensive price
compared to its competitors. This is
also supported by the results of the
value (b) on X2 of the multiple linear
regression equation which shows that
although the perception in the sector of
price perception decreases, the
decision to buy Honda CBR 150R will
continue to increase.
3. Brand image price has a positive
influence on Honda CBR150R
purchasing decisions, but is not
significant.
The results of this study contradict the
research conducted by Sri Widyastuti
and Muhammad Said (2017) entitled
The customers' consideration towards
their decision to purchase Specs Sports
Shoes Products through Brand Image,
Product Design, and Price Perception
xix
and research conducted by Umi
Muawanah (2014) anti, Mery Oky
Zufi, and Hendri Sukotjo (2016)
entitled the effect of brand awareness,
brand association, and brand image on
Aqua purchase decision. Both studies
both state that brand image has a
significant positive influence on
purchasing decisions. In this study the
brand image has no significant effect
on the purchase decision of the Honda
CBR 150R because respondents do not
consider the brand image of the Honda
CBR 150R and the companies that
produce it. Even so the brand image
still has a positive influence on
purchasing decisions because the value
(b) on X3 has a positive value of
0.112.
4. Price brand association has a
significant positive effect on
Honda CBR150R purchasing
decisions.
The results of this study are in line
with research conducted by Umi
Muawanah (2014) anti, Mery Oky
Zufi, and Hendri Sukotjo (2016)
entitled the effect of brand awareness,
brand association, and brand image on
Aqua purchase decision stating that
brand association has a significant
positive influence on purchasing
decisions. The customers will always
associate the high-quality product with
the value they get when buying it or
the products they possess. This brand
association can significantly affect the
customers’ purchasing decision.
Therefore, brand association is an
influential factor for increasing the
customers’ purchasing decision. In this
study, brand association has a
significant positive effect on

purchasing decisions because
respondents consider brand attributes
and functional benefits of the Honda
CRB 150R, as well as awards given by
others to the Honda CBR 150R.
Conclusion
On the whole of the results of
the analysis that has been done in this
study it can be concluded that
including:
1. Performance does not have a
significant positive effect on
purchasing decisions, because
consumers are not too concerned
with the performance of the Honda
CBR 150R when deciding to buy a
Honda CBR 150R
2. price perception has no significant
positive effect on purchasing
decisions, because consumers are
not too concerned with the price
listed by Honda to buy a CBR
150R when deciding to buy a
Honda CBR 150R
3. Brand image has a positive effect
on purchasing decisions but its
influence is not significant,
because consumers are not too
concerned with the CBR 150R
brand image and the company that
produced it when deciding to buy a
Honda CBR 150R
4. Brand association has a positive
and significant influence on
purchasing decisions, because
respondents consider brand
attributes and functional benefits of
the Honda CRB 150R, as well as
awards given by others to the
Honda CBR 150R.
xx
Research Limitation
Based on this research, a
researcher has research limitation
as below:
1. This research cannot be an
absolute reference for assessing the
purchase decision of motorcycle
products in the 150cc sport bike
segment, because it only examines
one product in the 150cc sport bike
segment namely the Honda CBR
150R and there is a probability of
consumers buying a Honda CBR
150R competitor having different
behavior
2. This study cannot be an absolute
reference for assessing the
purchase decision of the Honda
CBR 150R, because it only
examines four independent
variables namely performance,
price perception, brand image, and
brand associations that influence
purchasing decisions.
3. The research location is only in
Surabaya, so it needs to be
adjusted to respondents in different
places
Recommendation
Based on result findings, a
researcher has some recommendations
for shareholder and future research as
below:
1. For researchers and future research
a. To judge a product, especially a
150cc motor sport, there is much to
consider. Therefore, further
research is expected to add
appropriate variables to examine

the purchase decision of the Honda
CBR 150R.
b. To assess a product, especially the
150cc motor sport, there are many
differences in consumer behavior
towards one product and another.
Therefore, further research is
expected to examine different
objects with the same independent
variables and locations
2. For Astra Honda Motor Indonesia
From the whole questionnaire
distributed to respondents, there were
several respondents who gave
suggestions for the development of the
Honda CBR 150R, including:
- Although the performance variable
is not significant in the decision of
the Honda CBR 150R, and has a
negative influence, many
respondents want Honda to
improve the performance of the
CBR150R, especially in terms of
power and torque, so that it can
become a motor sport that has
competitive performance with its
competitors. besides that, it is also
hoped that improvements in
performance will increase
consumers who decide to buy the
Honda CBR 150R
- Although the price perception
variable is not significant in the
decision of the Honda CBR 150R,
and has a negative influence, many
respondents want Honda to make
the CBR150R have a more
affordable price, so that it can
become a motor sport that has
competitive prices with its
competitors. besides that
competitive prices are also
expected to further increase
xxi
consumers who decide to buy a
Honda CBR 150R
- Of all the questionnaires
distributed to respondents, there
were several respondents who
suggested that Honda add the CBR
150R feature, as well as make it
easier for consumers to buy Honda
CBR 150R parts.
REFERENCES
Aaker, D. 1997. Manajemen ekuitas
smerek. Jakarta: Spektrum.
Aaker, D. A. 2013. Manajemen
pemasaran strategis. Edisi
kedelapan. Salemba Empat.
Jakarta.
Aghdaie, S. F. A., & Yousefi, E.
2011.The comparative
analysis of affecting factors
on purchasing domestic and
imported cars in Iran market-
using AHP technique.
International Journal of
Marketing Studies, 3(2), 142.
Ashaduzzaman, M., Hoque, I., &
Mahbub, F. 2018. Factors
Influencing Bike Purchase
Decisions: A Study of
Consumers in Bangladesh.
South Asian Journal of
Management, 25(1).
Bungin, B. (2013). Metodologi
penelitian sosial dan
Ekonomi. Jakarta: Kencana
Prenada Media Group.
 xxii

Choirul Fattah, M. O. H. (2016). Ghozali, I., & Latan, H. 2013. Partial

Pengaruh citra merek dan Least Square. Konsep, Teknik
desain produk terhadap dan Aplikasi Menggunakan
keputusan pembelian All New Program SmartPLS, 3.0. BP
Honda CBR 150 R (Studi Universitas Diponegoro
Pada Dealer Honda Cemara
Agung Motor Magetan). Hasan, A. 2009. Marketing edisi baru.
Jurnal Pendidikan Tata Yogyakarta: Media Pressindo.
Niaga (JPTN), 1(1).
Hermawan, A. 2012. Komunikasi
Dib, H., & Alnazer, M. 2013. The pemasaran. Erlangga 2013
impact of sales promotion on
Soni, H. 2013. Pengaruh Harga, Nilai
perceived transaction value
Manfaat, Dan Kualitas
and purchase intentions: the
Terhadap Kepuasan
moderating role of
Pelanggan Handphone
promotional benefit level.
Blackberry Di Surabaya.
International journal of
Journal of Business and
economy
Banking 3 (2).
Durianto, D. 2004. Brand Equity Ten
https://www.oto.com/berita-
Strategi Memimpin Pasar.
motor/lima-kekurangan-
Gramedia Pustaka Utama.
honda-cbr150r-dibanding-
Fajarianto, B., Lubis, N., & Saryadi, S. kompetitor-2118537
2013. Pengaruh Kualitas
https://tmcblog.com/2017/12/15/honda
Pelayanandan Brand Image
-cbr150r-pimpin-distribusi-
Terhadap Loyalitas Pelanggan
penjualan-sport-fairing-150-
Melalui Kepuasan Pelanggan
cc-di-november-2017/
(studi kasus pada CV.
AHASS Sahabat Sejati Motor https://tmcblog.com/2018/07/11/data-
Tembalang Semarang). aisi-yamaha-r15-tekuk-honda-
Jurnal Ilmu Administrasi cbr150r-di-juni-2018/
Bisnis.
Juliansyah Noor, S. E.
Fink, R. C., James, W. L., & Hatten, 2016. Metodologi Penelitian:
K. J. 2011. Pricing, Skripsi, Tesis, Disertasi &
purchasing and product Karya Ilmiah. Prenada Media.
performance factors
associated with the relational Kotler, P., 2010. Manajemen
exchanges of different sized Pemasaran, Edisi Ketiga
customers. Journal of Belas, Jilid I dan II ,
Business & Industrial Erlangga., Jakarta
Marketing, 26(1), 34-44.

Kotler, P., & Keller, K. L.
2007.Manajemen Pemasaran,
Edisi Kedua Belas, Jilid II,
PT. Macaran Jaya Cemerlang,
Jakarta.
Kotler, P. & Keller, 2009.Manajemen
Pemasaran, Edisi Ketiga
Blea, Jilid I, Erlangga.,
Jakarta
Meyliana, M. 2012. Pengaruh
Komunitas Virtual Dalam
Keputusan Pembelian. Jurnal
Fakultas Hukum UII.
Oladepo, O. I., & Abimbola, O. S.
2015. The influence of brand
image and promotional mix
on consumer buying decision-
a study of beverage
consumers in Lagos State,
Nigeria. British journal of
marketing studies, 3(4), 97-
109.
Pratiwi, G. I. 2015. Perilaku konsumtif
dan bentuk gaya hidup (Studi
Fenomenologi pada Anggota
Komunitas Motor Bike of
Kawasaki Riders Club
(BKRC) Chapter
Malang). JurnalMahasiswaSo
siologi, 1(5).
Puspitasari, I. 2013. Studi Komparasi
Performa Motor Yamaha
Jupiter MX 2010 Berbahan
Bakar Biopremium dengan
Pertamax. Jurnal Teknik
Mesin, 1(2), 211-220.
Ruslan, R. 2010. Metode penelitian
relations: public relations
xxiii
dan komunikasi. Rajawali
Pers.
Sagala, C., Destriani, M., Putri, U. K.,
& Kumar, S. 2014. Influence
of promotional mix and price
on customer buying decision
toward fast food sector: a
survey on university students
in jabodetabek (Jakarta,
Bogor, Depok, Tangerang,
Bekasi) Indonesia.
International Journal of
Scientific and Research
Publications, 4(1), 1-7.
Setya, B. I., & Soni, H. 2018. The
effect of brand image and
product on customer
satisfaction and willingness to
pay at coffee bean surabaya.
STIE Perbanas Surabaya
Shirai, M. 2014. Effects of quality and
price appeals on consumers’
internal reference prices and
quality perceptions. Modern
Economy, 5(08), 831.
Swasta, B. Dharmesta & Irawan, 2008,
Manajemen
Pemasaran. Modern, Liberty,
Yogyakarta.
Widyastuti, S., & Said, M. 2017.
Consumer consideration in
purchase decision of SPECS
sports shoes product through
brand image, product design
and price
perception. International
Journal of Supply Chain
Management, 6(4), 199-207.
 xxiv

Yanti, M. O. Z., & Sukotjo, H.

2016.PengaruhKesadaranMer
ek, AsosiasiMerek, Dan
Brand Image Terhadap
Keputusan Pembelian
Aqua. AQUA, 75, 75-9.
v