PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR (Studi Pada Konsumen Honda Beat di Kecamatan Sukun, Kota Malang)

The Influence of Brand Image on Purchase Decision, the Influence of Product Quality on Purchase Decision, and the Dominant Influence between Brand Image and Product Quality on Purchase Decision. This research was conducted in the Sukun District of Malang City. The population used in this study was consumers of Honda Beat motorcycles, with a sample of 120 respondents. Respondent characteristics are consumers located in the Sukun District, Malang City, consumers who first purchased the Honda Beat, aged 25-60 years, and consumers who already have a job. This study used a non-probability sampling technique with purposive sampling. Data collection technique used an online questionnaire. This study used multiple linear regression analysis processed with SPSS 25 program. The results of this study found that brand image has a positive and significant influence on purchase decision. Product quality has a positive and significant influence on purchase decision. Product quality has a more dominant influence on purchase decision.