<![CDATA[The study purpose was to analyze the influence of brand image and product quality on purchasing decisions of bread at Fans Bakery, a home-based bakery micro-enterprise in Bangun Jaya Village, North Tambusai District, Rokan Hulu Regency. Materials and methods. This study employed a quantitative approach. Data were collected through a questionnaire distributed to 97 respondents who had purchased bread at Fans Bakery at least twice, selected using purposive sampling with a sample size determined via the Rao Purba formula at a 10% margin of error. Data were analyzed using multiple linear regression, following validity, reliability, and classical assumption tests (normality, multicollinearity, and heteroscedasticity), and hypotheses were tested using the t-test, F-test, and coefficient of determination (Adjusted R²). Results. Brand image was found to have a significant effect on purchasing decisions, but in a negative direction (B = -0.290; t = -2.659; p = 0.009). Product quality, by contrast, had a positive and significant effect on purchasing decisions (B = 0.848; t = 12.712; p = 0.000). Simultaneously, brand image and product quality had a significant effect on purchasing decisions (F = 219.508; p = 0.000), with an Adjusted R Square value of 0.820, indicating that the two variables jointly explain 82% of the variance in purchasing decisions. Conclusions. Product quality is the most dominant factor influencing consumers' purchase decisions at Fans Bakery, while brand image, though statistically significant, does not yet function as a positive driver of purchase decisions in its current form. Business owners are therefore advised to maintain and further improve product quality, while strengthening brand image and reputation through more consistent promotion, packaging, and communication of product identity.]]>
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