PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO APPAREL

Erigo Apparel is a fashion brand produced by actors from Indonesia and is a local fashion product or brand for traveling activities by prioritizing the design and comfort of the wearer. This study aims to analyze the effect of brand image and product quality on consumer purchasing decisions. This research is a quantitative research and uses a questionnaire data collection technique which is given to 100 respondents who are active students of the Faculty of Economics and Business, University of Muhammadiyah Malang who have made one or more purchases. Respondents were selected by purposive sampling method. Methods of data analysis using multiple regression analysis and hypothesis testing. From the results of this study it can be concluded that brand image and product quality influence consumer purchasing decisions. It is hoped that the company can create an attractive shopping experience for consumers and maintain consistent product quality in each of its product variants so that consumers are interested in buying the product.