PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH BRAND IMAGE (Studi pada Konsumen Produk Sejauh Mata Memandang di Kota Malang)

This study aims to examine the effect of product quality on purchasing decisions moderated by brand image. This research is a quantitative qualitative research. This data was obtained by distributing to 100 samples of respondents, using purposive sampling techniques with the criteria of consumers of Sejauh Mata Memandang products who live in the city of Malang. Data analysis techniques include using measurement model tests (outer model), structural model tests (inner model), path coefficient (path analysis), t tests, and moderation tests. The results of the analysis found that there was a significant influence between product quality on purchasing decisions, there was a significant influence between brand image on purchasing decisions, and brand image as a moderation variable did not have a significant effect on the relationship of product quality to purchasing decisions.