Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian J.CO

This study aims to analyze the effect of brand image and product quality on purchasing decisions. The population in this study were all students of the University of Muhammadiyah Surakarta who made the J.Co. purchase decision. The sampling technique was purposive random sampling with a sample of 100 respondents. Data collection techniques in this study used primary data using questionnaires. Data analysis uses multiple linear regression. The results of the analysis showed that the brand image had a significant positive effect on purchasing decisions and product quality had a positive effect but not significantly on purchasing decisions