The influence of brand equity, price, and product quality toward buying decision consumers Honda Tiger Motorcycle in Bogor City.

As human civilazition moves, the need for transportation increases. And overtime new technology in vehicles arise. As well as in the technology of motorcycle. Many different companies compete to discover and to produce new motorcycle architecture, electronics and electrical devices as well as other features. They are competing to attract the attention of the consumers of their products. So it is be a duty of marketers to explore further how the purchasing behavior of their customers. Many factors influence customer behaviour in deciding which motorcycle they will purchase. Those several factors include brand equity, price, and quality of product. The objective of this research was to analize the effect of brand equity, price, and product quality on buying decision of customer Honda Tiger motorcycles to find out which of those 3 factors has the most effect on customer�s buying decision. Number of respondents questioned during the study were 75 respondents of Honda Tiger motorcycle cunsumers in Bogor City. The study used questioner instruments as data collection tool. Data was analized using multiple regression. Multiple regression was analized from the data using the SPSS software. Result of the study showed that brand equity and product quality have positive effect on buying decision. The result also showed that of these three factors i.e. brand equity, price, and product quality, the product quality is the most influencing factor on buying decision of the Honda Tiger motorcycle comsumer