Factors Influencing the Purchase Intention of Motorcycles among Undergraduate Students

Abstract

This study aims to examine the factors influencing bike purchase intention among undergraduate students in Nepal. Specifically, it analyzes the impact of brand image, product and service quality, social media advertising, and peer influence on students’ intention to purchase bikes. The study adopted quantitative, cross-sectional research design. Primary data were collected through structured questionnaires distributed to undergraduate students. The survey items were measured using a Likert scale. Statistical analysis was conducted using SPSS, including reliability analysis, descriptive statistics, correlation analysis, and multiple regression analysis to examine relationships among the variables. The results indicate that brand image, product and service quality, and peer influence have a significant positive effect on bike purchase intention among undergraduate students. Among these factors, product and service quality emerged as the strongest predictor. However, social media advertising has statistically no significant influence on purchase intention. The findings suggest that bike manufacturers and marketers should focus on strengthening brand image, improving product quality, and leveraging peer influence and social networks to enhance students’ purchase intentions.