<![CDATA[The purpose of this study is to determine the effect of Brand Image and Service Quality on Purchase Decision of Toyota Avanza at PT. Agung Toyota Sutomo. This study is a quantitative study with a sample of 73 respondents. The data sources were obtained from secondary data and primary data. This study used a questionnaire as a data collection technique using a purposive sampling method, namely a technique for determining samples with certain considerations or characteristics. The analysis methods used in this study are validity testing, reliability testing, classical heteroscedasticity assumption testing, multiple linear analysis, t-test, F-test and coefficient of determination analysis (R2). The results of this study are Brand Image (X1) has a positive and significant effect on Purchase Decision (Y), Service Quality (X2) doesnt have a positive and significant effect on Purchase Decision (Y), and Brand Image and Service Quality have a positive and significant effect on Purchase Decision. Keywords: Brand Image, Service Quality, Purchase Decision Keywords: Brand Image, Service Quality, Purchase Decision]]>
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