<![CDATA[This study aims to examine the effect of brand image and product quality on purchasing decisions (a case study of UIN RADEN INTAN LAMPUNG student. This type of research is a quantitative research that is causal comparative (causal comparative reasarch), namely a causal relationship between two or more variables. This research is a student of UIN RADEN INTAN LAMPUNG and obtained a sample of 100 respondents. Data collection techniques in this study using a questionnaire distributed online via google form. Based on the results of the analysis of the t test it can be explained that brand image and product quality partially affect positive and significant towards purchasing decisions, where each independent variable (brand image and product quality) has a value of t sig <0.05. Based on the results of the analysis of the F test, it can be explained that brand image and product quality simultaneously have a positive and significant effect. on purchasing decisions, where the value of F sig is 0.000 <0.05. For further research, it is hoped that it can examine more deeply about the title and add other variables in it.]]>
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