Influence of Price and Brand Identity and Perceived Benefits on the Decision to Purchase a Honda Motorcycle at PT Pohon Mulia Investama Surabaya

This research aims to determine the influence of price, brand identity, and perceived benefits on purchasing decisions. The sampling technique in this research used the Accidental Sampling method by distributing questionnaires to 80 respondents. The data analysis method used several statistical tests: research instrument testing (validity and reliability testing) and hypothesis testing. The research results show that: (1) price positively influences purchasing decisions. (2) brand identity has a positive influence on purchasing decisions. (3) perceived benefits have a positive influence on purchasing decisions.