Pengaruh citra merek dan kualitas pelayanan terhadap keputusan konsumen
- Purposes : This study aims to analyse the influence of brand image and service quality to consumer purchasing decisions, both partially and simultaneous.
- Methods : This research has used associative research. The sample in this study amounted to 100 people. Sampling was done by a purposive sampling method. Meanwhile, the research instrument used questionnaires. The questionnaire data were analysed by linear regression technique.
- Findings : This study concluded that brand image does not have a significant effect on purchasing decisions; as well as the quality of service showed no significant effect on purchasing decisions; Meanwhile, simultaneously, brand image and service quality have a significant effect on purchasing decisions.
- Keywords : Brand image, service quality, purchase decision.