Abstract

This research was conducted with the aim of 1) testing the Effect of product quality on brand image; 2) testing the Effect of price on brand image; 3) testing the Effect of product quality on purchasing decisions; 4) testing the Effect of price on purchasing decisions; 5) examining the influence of brand image on purchasing decisions; 6) testing the influence of product quality on purchasing decisions through brand image; 7) examine the Effect of price on purchasing decisions through brand image. This study uses primary data by sharing and distributing 272 questionnaires to Honda car consumers in Makassar City from February 2022 to June 2022. This research was conducted in Makassar City with a population of Honda car consumers. Data The questionnaire results were analyzed using structural equation modeling with the help of the Software Application Program, or SPSS, and Amos 21. The results of this study found that: 1) product quality does not significantly affect brand image; 2) Price does not have a significant effect on brand image; 3) Product quality does not have a significant effect on purchasing decisions; 4). price has a significant effect on purchasing decisions; 5) Brand image significantly affects purchasing decisions; 6) Product quality does not significantly affect brand image. 7) Price does not have a significant effect on brand image.