<![CDATA[This research was carried out to determine the influence of brand image and product quality on the purchase decision of Honda Beat in Medan Perjuangan District. This study uses a qualitative method and uses a questionnaire as a data collection tool. The data of this research that became the population were people in the Medan Perjuangan sub-district who used Honda Beat motorcycles. The sampling technique uses random sampling samples from the community in the Medan Pejuangan sub-district of as many as 92 people. The data analysis technique uses a validation test, reliability test, classical assumption test, multiple linear regression test, t-test, f test, and determination coefficient test (R^2), using the SPSS version 16 application. The results of the study showed that the results of the t-test of the brand image variable (X_1) t calculated at 2.786 > the table t of 1.986, then the brand image variable (X_1) had an influence and significance on the purchase decision (Y) of Honda Beat in Medan Perjuangan District. The results of the t-test of the product quality variable (X_2) t calculated as 6.054 > t the table of 1.986, the product quality variable (X_2) has an influence and significance on the purchase decision (Y) in Medan Perjuangan district. From the results of the study, it can be concluded that the result of the F test of 54.503 > the F table of 3.10 can be concluded that the brand image (X_1) and product quality (X_2) together (simultaneously) have a significant influence on the purchase decision (Y). The result of determination (R^2) was 54.0%. while the remaining 46.0% was explained by other variables that were not studied]]>
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