PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Business competition has encouraged companies to understand the factors that influence consumer purchasing decisions. Among these factors, brand image and product quality are considered important in shaping consumer trust and perceptions toward a product. This study aims to analyze the influence of brand image and product quality on purchasing decisions using a library research approach. The study employed a descriptive qualitative method by reviewing relevant scientific literature published within the last five years. The collected data were analyzed using content analysis to identify, compare, and synthesize findings from previous studies. The results indicate that a positive brand image enhances consumer trust and perceived value, while high product quality increases consumer confidence in meeting their needs and expectations. Furthermore, both variables complement each other in influencing purchasing decisions. Therefore, companies should continuously strengthen their brand image and improve product quality to enhance competitiveness and encourage consumer purchasing decisions.