<![CDATA[The growth of restaurants has increased quite high in the Sukabumi area, namely Lazatto. There is a problem inthe decision to purchase Lazatto in Sukabumi that is not in line with the company's expectations, so sales arelow. It is suspected that the purchase decision is influenced by product quality and brand image. The purpose ofthis study was to determine how the influence of product quality and brand image on purchasing decisions atLazatto in Sukabumi. The method used is quantitative using multiple linear regression. Questionnaires weredistributed to 100 respondents and data processing using SPSS 26. The results of this study indicate that theProduct Quality variable in the good category scores 80%, Brand Image in the good category scores 79% andPurchase Decisions in the good category scores 79%. Product quality has a partial effect of 2.554 and BrandImage has a partial effect of 5.535 on Purchase Decisions. Product Quality and Brand Image have asimultaneous effect on purchasing decisions of 56.114. The variables of Product Quality and Brand Image affectthe Purchase Decision by 53.6%. While the remaining 46.4% is influenced by other variables not examined.Keywords-product quality, brand image, purchase decision]]>
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