<![CDATA[The purpose of this study was to determine and analyze the effect of product quality and brand image on consumer buying interest in perfume products at the 69-collection Sangatta store. The population in this study were consumers of the 69-Collection Sangatta Perfume Shop, the authors used the simple incidental method while the number of samples taken using the Rao Purba formula was 43 respondents. Data was taken using a questionnaire which was measured using a Likert scale. This study uses multiple linear regression analysis with the help of SPSS version 26 program. The results of the partial study show that the product quality variable (X₁) has a significant effect on consumer buying interest, the brand image variable (X₂) has a significant effect on consumer buying interest, buying interest variable (Y) has a significant effect on product quality and brand image then simultaneously variable product quality and brand image have a significant effect on consumer buying interest at 69-Collection Sangatta Perfume Shop. The contribution of product quality and brand image variables to consumer buying interest at 69-Collection Sangatta Perfume Shop in this study was 76.6%.]]>
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