PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI PEMEDIASI (Studi Pada Konsumen Wanita Berhijab Merek Buttonscarves di Malang Raya)

This study aims to determine and analyze the effect of product quality, price, brand image and purchasing decisions, the effect of product quality on purchasing decisions, the effect of price on purchasing decisions, the influence of brand image on purchasing decisions, the influence of product quality on brand image, the effect of price on image brand, the influence of brand image mediates product quality and price on purchasing decisions. This research is a type of quantitative research .This research was conducted in Malang Raya with 160 respondents. This research uses probability sampling technique with Systematic Random Sampling. Data collection techniques using a questionnaire. The analysis tool uses SPSS 25. The results of this study found that product quality has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on brand image, Price has a positive and significant effect on brand image, brand image mediates product quality on purchasing decisions and brand image mediates price on purchasing decisions.