<![CDATA[The level of ice cream consumption in Indonesia is still considered very low, this makes the ice cream market in Indonesia have promising potential and can be used as an opportunity for existing ice cream producers. One of the ice cream companies in Indonesia that is currently busy is Mixue Ice Cream & Tea. As a consumer, the popularity of ice cream sales will certainly confuse consumers when choosing a product. This research aims to determine the influence of brand image and service quality on purchasing decisions for the ice cream mixue shop in the Bahu branch of Manado City. This research method uses quantitative research. The sample used in the research consisted of 100 respondents, with data collection using a questionnaire. The data is analyzed using multiple correlation test, multiple linear regression test, T test, F test, and coefficient of determination test. The results of this research show that brand image influences the purchasing decision of the ice cream mixue shop in the Bahu City Manado branch; service quality influences the purchasing decision of the ice cream Mixue shop in the Bahu branch of Manado City, and brand image and service quality simultaneously have a significant effect on the purchasing decision of the ice cream mixue shop in the Bahu City Manado branch.]]>
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