THE INFLUENCE OF BRAND IMAGE, WORD OF MOUTH (WOM), AND BRAND TRUST ON PURCHASE DECISION (A STUDY ON SUZUKI MOTORCYCLE CONSUMERS)

Abstract

This study aims to analyze: (1) the influence of Brand Image on the Purchase Decision of Suzuki motorcycle consumers; (2) the influence of Word of Mouth (WOM) on the Purchase Decision of Suzuki motorcycle consumers; (3) the influence of Brand Trust on the Purchase Decision of Suzuki motorcycle consumers; and (4) the simultaneous influence of Brand Image, WOM, and Brand Trust on the Purchase Decision of Suzuki motorcycle consumers. This research employs an associative–causal approach to examine the relationships among the variables studied. Primary data were collected from 190 Suzuki motorcycle consumers using a validated online questionnaire. The sampling technique applied was purposive sampling. Data were analyzed using SPSS 25, including classical assumption tests (normality, multicollinearity, and heteroscedasticity tests), simple and multiple linear regression analysis, and hypothesis testing consisting of the t-test, coefficient of determination (R²), and F-test. The results show that: (1) Brand Image has a positive and significant effect on Purchase Decision, with a t-value of 5.929 and a significance value of 0.000; (2) WOM also has a positive and significant effect on Purchase Decision, with a t-value of 3.311 and a significance value of 0.001; (3) Brand Trust has a positive and significant effect on Purchase Decision, with a t-value of 4.934 and a significance value of 0.000; and (4) simultaneously, all three variables significantly influence the Purchase Decision of Suzuki consumers, with an overall significance value of 0.000. Based on these findings, it is recommended that Suzuki strengthen its brand image, improve service quality, and strategically manage WOM to enhance competitiveness in Indonesia’s automotive market.