<![CDATA[The objective of this research is to identify the effects of product quality and product image on people’s decision to purchase Ad-Dawaa’ Natural Raw Honey products. the data of this quantitative research was harvested from closed questionnaires incorporating the original five-point Likert scales. The responses are strongly agree (1), agree (2), neutral (3), disagree (4), and strongly disagree (5). The research population is all consumers of Ad-Dawaa’ Natural Raw Honey products, from which 101 people were selected as the respondents using non-probability sampling method and purposive sampling technique. The acquired data was then analyzed using multiple linear regression in SPSS. This study finds that, partially, product quality (X1) positively and significantly affects the purchase decision (Y) and that product image (X2) also positively and significantly influences the purchase decision (Y). In addition, product quality has a more dominant effect than product image in affecting people’s decision to purchase Ad-Dawaa’ Natural Raw Honey products. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh variabel product quality dan product image terhadap keputusan pembelian pada Madu Ad-Dawaa’ natural raw honey. Metode penelitian yang digunakan adalah penelitian kuantitatif analisis data dengan metode survey, pengumpulan data menggunakan kuesioner tertutup dengan likert scales yang original menggunakan skala lima poin: sangat setuju (1), setuju (2), ragu-ragu/netral (3), tidak setuju (4), dan sangat tidak setuju (5). Populasi dalam penelitian mengacu pada seluruh konsumen produk Madu Ad-Dawaa’ natural raw honey. Menentukan ukuran sampel menggunakan non-probability sampling sebanyak 101 orang sedangkan teknik pengambilan sampel menggunakan teknik purposive sampling. Data yang diperoleh dianalisis menggunakan analisis regresi linier berganda dengan software SPSS. Dari hasil pengujian secara parsial variabel product quality (X1) terdapat pengaruh yang signifikan positif terhadap keputusan pembelian (Y). variabel product image (X2) memiliki pengaruh yang signifikan positif terhadap keputusan pembelian (Y). Variabel yang paling dominan adalah variabel product quality terhadap Keputusan Pembelian pada produk Madu Ad-Dawaa’ Natural Raw Honey.]]>
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