PENGARUH CITRA MEREK (BRAND IMAGE), KUALITAS PRODUK, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK BATIK MUKTI

This research is concerned with studying Brand Image, Product Quality, and Product
Design for Purchasing Decisions on Mukti Rahayu Batik Products in Magetan Regency. The population in this study were buyers of Batik Mukti Rahayu in Magetan Regency, using 50 respondents with Accident Sampling techniques. The analysis used is multiple linear regression.
The results of this analysis are: 1) Brand Image (Brand Image) does not negatively affect the purchase decision of Mukti Rahayu Batik Products. 2) Product Quality is positive and significant for the decision to purchase Batik Products Mukti Rahayu. 3) Product Design has a positive and significant effect on the decision to purchase Batik Products Mukti Rahayu Keywords: Brand Image, Product Quality, Product Design, and Purchasing Decision