PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi Pada Mahasiswa Pengguna Brand XIAOMI Smartphone Di Fakultas Ekonomi dan Bisnis)

This research aims to determine the influence of product quality on purchasing decisions with brand image as a mediating variable. The sample in this study consisted of 50 students using the XIAOMI Smartphone Brand at the Faculty of Economics and Business. The data collection technique in this research uses a questionnaire. Data collection techniques by distributing questionnaires from Xiaomi smartphone users at the Faculty of Economics and Business with the help of Smart PLS software. The results of this research show that the influence of product quality through the mediation of the brand image variable has a significant impact on the formation of smartphone consumer purchasing decisions.