Ahmad Azmy Pengarang Muhammad Zakky Azhari, SM., MSM Pengarang Dery Nauyoman Pengarang

his study aims to analyze the influence of brand image and product perception on automatic motorcycle purchasing decisions in East Belitung. Motorbikes are vehicles that are of interest to consumers with a number of factors that consider purchasing as needed. The object of this study analyzes how consumers consider a number of factors that function as motorcycle purchasing decisions. The research method uses regression analysis with a sample of 100 people. This research was conducted for three months from August to October 2018. The location of the study was East Belitung. The variables used are brand image and product perception as an independent variable, while purchasing decisions as the dependent variable. The statistical method used to test the data in this study is the method of multiple linear regression analysis. The results of this study are partially brand image has a significant influence on purchasing decisions, product perception has a significant influence on purchasing decisions. Simultaneously brand image and product perception have a joint influence on purchasing decisions. This study provides a recommendation that in improving consumer decisions one must consider how to promote brand image in proportion to product perception. These two things will always be a consideration of consumers in buying a product and brand strength is a top priority.