PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MADU DI TULUNGAGUNG (Studi kasus Pada UMKM Madu Murni Tamara)

With the increasing phenomenon of healthy lifestyles in Indonesia, honey has increased its function to maintain and maintain body health, making many honey producers compete with various brands and characteristics. This research aims to analyze the influence of product quality and brand image on purchasing decisions for Tamara Pure Honey. The sampling technique in this research was a purposive sampling of 60 respondents. The analysis used in this research is multiple linear regression analysis, managed using SPSS23. From the multiple linear regression equation from the t-test, it was found that partially the product quality and brand image variables influenced purchasing decisions at the 5% level. From the f test, the product quality and brand image variables simultaneously have a significant effect on purchasing decisions where the f count is 24.875 > f table 3.16. Meanwhile, the results of this research show that purchasing decision variables can be explained by the presence of product quality and brand image variables of 46.6%, while the remaining 53.4% can be influenced by variables that are not in this research.