pengaruh citra merek, nilai yang dirasakan dan persepsi risiko terhadap niat beli konsumen pada honda beat di surabaya

the automotive industry is currently faced with intense competition, especially two-wheeled vehicles. one of the companies in indonesia which is engaged in automotive namely pt. astra honda motor. in the face of tight competition conditions, companies are required to always improve the efficiency and effectiveness of the overall resources owned. before conducting a sales activity, a company must be able to develop several marketing strategies aimed at increasing sales. corporate image becomes the key of pt. astra honda motor as a reference of consumers to assess the good performance in producing and marketing a product. the value felt by consumers also has an important role in increasing purchasing intention, so that pt. astra honda motor launched skutermatic segmented motorcycle products, the honda beat which is a skutermatic that prioritizes practicality, sleek design, and uses fuel injection system. every consumer has a different risk perception, before buying a product, consumers often consider the risks that will be faced. so in this study will examine the influence of brand image, perceived value, and perceived risk to purchase intention of honda beat in surabaya. this research takes 74 samples with purposive sampling method. the technique used is multiple linear regression. based on the results of the study found that the independent variables of brand image, perceived value, and perceived risk have significant effect on the dependent variable that is buying intention