PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MIE ABC DI KOTA MALANG

This study aims to analyze the influence of product quality and brand image on purchasing decisions for ABC Noodles in Malang City. This research uses a quantitative approach with an explanatory approach. The population in this study were consumers who have purchased and consumed ABC Noodles, with a sample size of 108 respondents determined using the Ferdinand formula and a non-probability sampling technique using accidental sampling. The data used were primary data obtained through an online questionnaire using a Likert scale, then analyzed using multiple linear regression with SPSS. The results show that product quality and brand image have a positive and significant influence on purchasing decisions, both partially and simultaneously. Product quality influences purchasing decisions through aspects of taste, durability, packaging design, and perceived quality, which can increase consumer trust. Meanwhile, brand image contributes through recognizability, a modern impression, popularity, and brand reputation, which shape positive consumer perceptions. In conclusion, the combination of high-quality product quality and a positive brand image can convince consumers to make purchasing decisions. This research is expected to contribute theoretically to the development of marketing management science and provide practical implications for companies in increasing product competitiveness and strengthening brand position in the market.