Abstract
The purpose of this study was to determine the effect of Price consciousness, brand image, accessibility, and social value perception toward purchase intention of Honda motorcycles at the Cendana Dealer in the city of Kendal. This type of research is quantitative with accidental sampling technique. The sample used in this study is those prospective buyers of Honda motorcycles. The results indicate that price consciousnes, acessibility, and social value perceptionis has no significant effect on purchase intention, brand image has a significant effect on purchase intention.Keyword: Price Consciousness, Brand Image, Accessibility, Social Value Perception, Purchase Intention
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