PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SUSU OATSIDE DI KOTA MALANG

This study aims to analyze the influence of brand image and product quality on purchasing decisions for Oatside milk in Malang City. This study used a quantitative method with data collection through a questionnaire in the form of a Google Form. The research sample consisted of 102 respondents selected using the Accidental Sampling technique with the criteria of consumers who had purchased Oatside milk in Malang City. Data analysis was conducted using multiple linear regression. The results showed that brand image had a positive but insignificant effect on purchasing decisions, while product quality had a positive and significant effect on purchasing decisions. In addition, there was no dominant variable because only one variable proved significant. This finding confirms that consumer purchasing decisions are more influenced by product quality than brand image, so that product quality is the main factor in forming purchasing decisions for Oatside milk in Malang City.