<![CDATA[Abstract. CV Cahaya Abadi is a retail business selling wall paint that has been operating since 2011 and was officially established as a CV in 2025. This study aims to analyze the effect of product quality and brand image on the decision to purchase Jotun wall paint at CV Cahaya Abadi Ciputat. Primary data was collected from 100 respondents using a questionnaire and analyzed using validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, and t and f tests. The regression result Y = 5.923 + 0.089(X1) + 0.868(X2) shows that product quality (X1) has no effect, while brand image (X2) has a positive and significant effect. The t-test confirms that X1 is not significant (calculated t 1.187 < table t 1.984) and X2 is significant (calculated t 7.230 > table t 1.984). The F test (F calculated 97.181 > F table 3.09; p = 0.000 < 0.05) shows that both variables together have a significant effect on purchasing decisions. Thus, the null hypothesis is rejected and the alternative hypothesis is accepted. Abstrak. CV Cahaya Abadi adalah usaha retail penjualan cat tembok yang beroperasi sejak 2011 dan resmi berbentuk CV pada 2025. Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian cat tembok Jotun di CV Cahaya Abadi Ciputat. Data primer dikumpulkan dari 100 responden menggunakan kuesioner dan dianalisis dengan uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, koefisien determinasi, serta uji t dan f. Hasil regresi Y = 5,923 + 0,089(X1) + 0,868(X2) menunjukkan kualitas produk (X1) tidak berpengaruh, sedangkan citra merek (X2) berpengaruh positif dan signifikan. Uji t menegaskan X1 tidak signifikan (t hitung 1,187 < t tabel 1,984) dan X2 signifikan (t hitung 7,230 > t tabel 1,984). Uji f (f hitung 97,181 > f tabel 3,09; p = 0,000 < 0,05) menunjukkan kedua variabel bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Dengan demikian, hipotesis nol ditolak dan hipotesis alternatif diterima.]]>
