PENGARUH PRODUCT POSITIONING STRATEGIES, PRODUCT DESIGN DAN BRAND AWARNESS TERHADAP PURCHASE DECISION PRODUK SEPEDA MOTOR MATIC ASTRA HONDA PADA MAHASISWA AKTIF UNIVERSITAS MUHAMMADIYAH PONOROGO

The Indonesian public was shocked by Honda's eSAF (Enhanced Smart Architecture Frame) frame which was damaged and even broken, in connection with this incident, Astra Honda Motor decided to extend the warranty period for all Honda motorcycle frames from one year to five years. The purpose of this study was to see how product positioning strategies, product design and brand awareness influence the purchase decision of Astra Honda automatic motorcycle products. This study involved active students of Muhammadiyah University of Ponorogo. Purposive and non-probability sampling methods were used. Data were collected through an online Google Forms questionnaire shared on social media, reaching 136 respondents. The research variables were measured using a five-point Likert scale. SPSS was used to conduct multiple linear regression analysis. Revealing that product positioning strategies, product design and brand awareness have a positive effect on the purchase decision of Astra Honda automatic motorcycle products.
Key word: Product Positioning Strategies, Product Design, Brand Awarness, Purchase Decision.