THE DETERMINATION OF QUALITY AND BRAND IMAGES IN PURCHASING DECISION FOR SMEs CULINARY PRODUCTS

Abstract

Specific culinary is one of the attractions offered and is the center of attention of tourists
visiting a region. The majority of culinary producers are SMEs, which grow and have an impact
on intense competition, especially in terms of quality and brand image. This study aims to
determine the effect of product quality and brand image on purchasing decisions on UKM
Culinary products. The population in this study was consumers, the dominant culinary being
various foods such as cakes, brownies, bread, wet and dry cakes. Non-probability
sampling method used in determining the sample. The method of data analysis uses multiple
linear regression, correlation, determination, which then continued with the hypothesis test. The
results showed that product quality and brand image had a positive and significant effect on
purchasing decisions, both simultaneously and partially. It recommended that SMEs promote
more actively through social media, exhibitions, and more stringent supervision of product
safety, and further research carried out using different variables and methods