ISSN 2303-1174 Wensy Rantung. D.P.E Saerang. P.A. Mekel. The Influence of … 58 Jurnal EMBA Vol.2 No.3 September 2014, Hal. 058-067 THE INFLUENCE OF BRAND LOYALTY, BRAND AWARENESS, AND PERCEIVED QUALITY ON CONSUMER BUYING DECISION OF YAMAHA VIXION MOTORCYCLE IN MANADO By: Wensy Rantung 1 David P.E Saerang 2 Peggy Adeline Mekel 3 1,2 Faculty of Economics and Business, International Business Administration (IBA), Management Program University of Sam Ratulangi Manado email : 1 wensyrantung@ymail.com 2 d_saerang@Iycos.com 3 peggyadeline@yahoo.com ABSTARCT In the modern society brand not only represent the product or company but also have a strong association with perceived quality, consumers’ life style, consumer loyalty. The purpose of this study is to create a deeper consideration of what the influence of brand loyalty, brand awareness, and perceived quality can have, when people go for purchasing, choose the products between different brands, especially private vehicle like motorcycle. This study also tries to explore the relation between brands loyalty, brand awareness, and perceived quality and the consumer decision making process to buying motorcycle in Manado. The research method associate with multiple linear regression analysis technique with 100 respondents as sample of the research taken from people in Manado as consumers of motorcycle. From the study it is revealed that when consumer choose to purchasing one of some brand motorcycle, it's because they are influenced of brand loyalty, brand awareness and perceived quality. And this study also reveals that branded motorcycle have a great place in consumer mind, when customers go for purchasing a motorcycle they prefer to purchase a well know branded motorcycle. Keywords: brand loyalty, brand awareness, perceived quality, buying decision INTRODUCTION The automobile industry is one of the most important industries in the world, industry that produces automobiles and other gasoline-powered vehicles, such as buses, trucks, and motorcycles etc. Motorbike which a part of auto industry is one of the favorite good that famous in Indonesia. People start to think the kinds of vehicle that can avoid the traffic jam situation which disturbs their activities. Motorcycle is the answer. People who have jobs that really needs time efficiency have solved the common problem by buying motorcycle to get rid of the inconvenience of being trapped in the crowded of traffic. Even people who have four-wheel rides may think to have another type of vehicle like motorcycles. The road condition and also the traffic problem that occurred in Indonesia especially in Manado, support this vehicle, motorbike, to be a people’s favorite transportation tools. But most people are always looking to buy a motorcycle from a motorcycle brand, whether branded or not branded. Most of the customers prefer to buy a branded product because they know this product has been developed by maintaining a good quality etc. Brands also have a symbolic value which helps the people to choose the best productaccording to their need and satisfaction. Usually people do not buy certain brands just for design and requirement, but also in an attempt to enhance their self esteem in the society (Leslie and Malcolm, 1992). One of the well known manufacturers of branded motorcycle is Yamaha. There are so many varied famous motorcycle offered by Yamaha for their customers. Yamaha suit different background of the customer. It can be termed as the most