Indonesia, as the country with the largest economy in Southeast Asia, is one of the automotive production bases for export, especially to the Southeast Asia region and as the largest domestic market for automotive sales in the Southeast Asia region. Based on data from Gaikindo, ten automotive brands are included in the ranks of automotive brands with the most sales in 2019. Based on the results of interviews with 300 respondents, a percentage of 75.5% of respondents saw that ten automotive brands were included in the highest sales in Indonesia and the results of the pre-research questionnaire showed that the brand image of automotive products in Indonesia which consists of recognition, reputation, affinity, and domain has not fulfilled good responses from respondents. The research was conducted to see and analyze the factors of automotive product brand image which are the criteria for automotive criteria in Indonesia. The method used in this research is quantitative method. The research sample was taken using multistage sampling, namely a combination of cluster sampling based on provinces in Indonesia and purposive random sampling. The population in this study was 845,825 new automotive buyers in 2019 with a sample size of 400 respondents. The analysis technique used is the Analytical Hierarchy Process (AHP). The results showed that there were three factors for the brand image of automotive products in the good category, namely Recognition (74.13%), Reputation (75.63%), and Domain (81%), and there was one brand image factor in the very category. good, namely Affinity (96%). For automotive selection based on brand image, it is ranked first and so on is occupied by Toyota, Honda, Mitsubishi, Nissan, Daihatsu, Suzuki, Isuzu, Hino, Datsun, Mazda.

Keywords: brand image, business administration, analytical hierarchy process