Title:
INFLUENCE OF BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASE DECISION

Authors:
I Gede Rihayana, Putu Pradiva Putra Salain, Putu Agus Eka Rismawan and Ni Komang Mega Antari , Indonesia

Abstract:
The purchase decision is a stage in the decision-making process where consumers actually buy. For this reason, companies are required to focus on implementing sales strategies on their products so that the products produced can provide benefits and have an attraction for consumers. Several factors that influence consumer purchasing decisions are brand image and product quality. This study aims to determine the effect of brand image and product quality on purchasing decisions at Wiracana Hand Fan Bali. The results of the study were tested using SPSS 21.0, where the results of this study showed that the Brand Image variable had a positive and significant effect on purchasing decisions. Next is the product quality variable has a positive and significant effect on purchasing decisions.