<![CDATA[This study aims to find out and analyze the influence of brand image and product quality on purchasing decisions at Sultan Parfum Pekanbaru. The background of this research is the ongoing issue of purchasing decisions, which is suspected to be influenced by brand image and product quality. This study uses a quantitative method with 99 respondents. The sampling technique used is Accideental Sampling, with data collected through questionnaires and then analyzed using statistical methods with the help of SPSS. The results of the study show that partially, brand image has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05, and product quality also has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Simultaneously, brand image and product quality have a significant effect on purchasing decisions with an F-calculated value of 46.744, which is greater than F table 3.09 and significance level 0.000 < 0.05.]]>
Copyrights © 2026
