Brand Awareness, Brand Image, and Honda BeAT Purchase Decisions in South Tangerang

Abstract

Brand awareness and brand image are widely examined in consumer research, including studies of Honda BeAT, but the interpretation of purchase-decision questionnaires within small residential communities requires closer attention. This cross-sectional study analyzes associations among brand awareness, brand image, and self-reported purchase-decision readiness among 94 eligible residents of Setneg Residential Complex, RW 06, South Tangerang. Participants were recruited through purposive and convenience sampling and completed a four-point Likert questionnaire comprising 39 items. Reported multiple-regression estimates were positive for brand awareness (B = 0.533; t = 4.586; p < .001) and brand image (B = 0.589; t = 4.094; p < .001). The overall model was significant (F = 19.260; p < .001), with adjusted R² = .282. Descriptive scores were 63.28%, 65.25%, and 55.70% of the respective scale maxima. The study offers a bounded account of brand-related perceptions in a neighborhood sample while distinguishing purchasing readiness from verified transactions. Measurement overlap, nonprobability recruitment, incomplete model-output documentation, and missing ethics declarations limit stronger inferences and require author verification before publication.