This quantitative research aims to investigate the influence of product quality and brand on purchase decisions for Elzatta Hijab products in Sidoarjo. Using purposive sampling, 100 respondents who had purchased Elzatta Hijab products in Sidoarjo were surveyed. The study employed validity and reliability tests for data quality assessment and conducted multiple linear regression analysis using SPSS version 18.0 for data analysis. The findings reveal that both product quality and brand have a significant individual impact on purchase decisions. Furthermore, when considered simultaneously, product quality and brand collectively exert a significant influence on purchase decisions. These results underscore the importance of product quality and brand perception in shaping consumer purchase choices, offering valuable insights for marketers and businesses in the hijab industry.
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Keywords: Product Quality, Brand, Purchase Decision, Elzatta Hijab, Consumer Behavior