<![CDATA[Abstract. This study aims to analyze the influence of product quality and brand image onpurchasing decisions for Kopi Kapal Api products. The study employed aquantitative research method with a survey approach involving 140 respondents.Data were analyzed using Partial Least Squares–Structural Equation Modeling(PLS-SEM) with SmartPLS version 4.1.1.2. The results indicate that product quality and brand imageexplain 65.8% of the variance in purchasing decisions. Product quality has a positive and significanteffect on purchasing decisions (T-Statistics = 2.717; P-Values = 0.007), while brandimage also has a positive and significant effect on purchasing decisions (T-Statistics = 11.116; P-Values = 0.000). Simultaneously, both variables have a positive and significant effect on purchasing decisions (T-Statistics = 27.233; P-Values = 0.000). Based on thefindings, it can be concluded that product quality and brand imageplay an important role in improving consumers' purchasing decisions for KopiKapal Api products. Therefore, the company should maintain product quality andstrengthen its brand image to enhance consumers' purchasing decisions.Keywords: Product Quality, Brand Image, Purchasing Decision, Kopi Kapal Api]]>
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