Pengaruh Promosi Digital dan Brand Awareness terhadap Minat Beli Motor Honda PCX

Abstract

The rapid development of digital technology has transformed marketing strategies, particularly in the automotive industry, where companies increasingly rely on digital platforms to attract prospective consumers. This study aims to examine the effects of digital promotion and brand awareness on consumers’ purchase intention toward Honda PCX motorcycles, both partially and simultaneously. A quantitative approach with a survey method was employed. The study involved 104 respondents selected using purposive sampling, with the criteria that respondents were at least 17 years old, were familiar with the Honda PCX, and had been exposed to digital promotional information related to the product. Data were collected through questionnaires using a five-point Likert scale and analyzed using SPSS version 25 with multiple linear regression analysis, partial t-tests, simultaneous F-tests, and the coefficient of determination. The results show that digital promotion has a positive and significant effect on purchase intention, with a t-value of 4.952 and a significance level of 0.000. Brand awareness also has a positive and significant effect on purchase intention, with a t-value of 6.913 and a significance level of 0.000. Brand awareness has a relatively stronger influence than digital promotion. Furthermore, digital promotion and brand awareness simultaneously have a significant effect on purchase intention, as indicated by an F-value of 227.324 and a significance level of 0.000. The R-square value of 0.818 indicates that the two independent variables explain 81.8% of the variation in purchase intention, while the remaining 18.2% is influenced by other factors outside the model. These findings emphasize the importance of strengthening brand awareness while optimizing digital promotional strategies to increase consumers’ purchase intention toward Honda PCX motorcycles.