Main Article Content
This study aims to analyze and determine the effect of service quality and brand image on the decision to purchase Bear Brand Dairy Products for SJS Lapai Padang consumers. Data collection techniques used are observation, documentation, interviews and questionnaires. The type of data is qualitative data which is used as quantitative data with primary data sources. The population used in this study is the bear brand consumers in SJS Lapai Padang as many as 7,403 people with a sample using simple random sampling, the number of samples in this study is 99 people. The data analysis method in this study uses descriptive analysis, multiple linear regression analysis, coefficient of determination, and hypothesis testing t test and F test. The results of this study indicate that: (1) The dominant indicator in the service quality variable is empathy. The dominant indicator in the brand image variable is recognition. The dominant indicator in the purchasing decision variable is the choice of dealer. (2) Service quality partially has a positive and significant effect on purchasing decisions. (3) Brand image partially has a positive and significant effect on purchasing decisions. (4) service quality (X 1 ) and brand image (X 2 ) simultaneously / together have a positive and significant effect on purchasing decisions.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
 Abdullah, Thamrin and Francis Tantri. 2016. Marketing Management . Depok : PT Raja Grafindo Persada.
 Aghnia Melinda. 2017. The Influence of Service Quality and Brand Image on Purchase Decisions at Citra Kendedes Cake & Bakery Soekarno Hatta Malang Branch. Journal of Business Applications . ISSN : 2407 – 3741. Pages 519 – 524.
 Agussalim Manguluang, 2015. Advanced Statistics , Ekasakti Press, Padang .
 Aldi Fadillah. 2016. The Influence of Brand Image and Service Quality on Purchase Decisions of Manulife Financial Insurance Policies Bogor Branch. JIMKES . Vol 4 No 2 Page 112 – 118.
 Buchari Alma . 201 3 . Marketing Management and Service Marketing. Bandung. Alphabet.
 Cyntia Novyanti Masiruw. 2015. The Influence of Service Quality and Brand Image on Toyota Rush Car Purchase Decisions in Manado City. EMBA Journal . Vol 3 No 3 Page 1023 – 1031.
 Edi Sucipto Tanady. 2020. Analysis of the Effect of Brand Image and Service Quality on Purchase Decisions at Tokopedia Jakarta. Marketing Management . Vol 9 No 2 Page 113 – 123.
 Freddy Rangkuti. 2013. Marketing Research . Gramedia Main Library: Jakarta
 Ghozali, Imam. 2016. Application of Multivariete Analysis With IBM SPSS Program 23. (8th Edition). VIII Printing. Semarang : Diponegoro University Publishing Agency.
 Henita Sri Muliani. 2020. The Influence of Service Quality and Price on Purchase Decisions at PT. Intikarya Sejahtera Tangerang. Journal of Economics . Vol 2 No 2 Pages 77 – 85.
 Hermanto. 2019. The Influence of Brand Image and Product Quality on Consumer Purchase Interest of Xiaomi Smartphone Products (Case Study in West Jakarta). Business Management Journal . Vol 15 No 1 Pages 1 – 11.
 Husnan, S & Suwarsono Muhammad. 2013. Feasibility Study of Business Projects Fifth Edition . UPP STIM YKPN: Yogyakarta.
 Ifani Yudha Nur Faiza. 2018. The Effect of Service Quality and Location on Purchase Decisions at House Of Pet Malang. J&B Journal of Business Applications . Vol 4 No 2 Page 329 – 333.
 Beautiful Purwaningsih. 2020. The Influence of Product Quality, Brand Image and WOM on Emina's Cosmetic Product Purchase Decision. Journal of Sustainability Business Research . Vol 1 No 1 Page 369 – 375.
 Ineke Chintya Novalia. 2020. The Effect of Brand Image, Price and Service Quality on Consumer Purchase Decisions at CV. Sustainable Food. Journal of Student Economics . Vol 1 No 1 Page 1 – 13.
 Kotler, Keller. 2016. Marketing Management. 15e, Boston, Person Education.
 Kotler, Philip and Gary Armstrong. 2016. Marketing Principles . Edition 13 Volume 1. Jakarta: Erlangga.
 Lupiyoadi, R. 2018. Service Marketing Management . Salemba Four. Jakarta.
 Mary Magdalene. 2019. The Effect of Product Quality and Brand Image on the Purchase Decision of Oppo Mobile at the Max-indo Store in Padang City. Pundi Journal . Vol 3 No 3 Page 271 – 278.
 Mauludin, Hanif. 2013. Marketing Research: A Guide For Managers, Organizational Company Leaders . Jakarta: Elex Media Komputindo.
 Seeing Anugrah. 2020. The Influence of Price and Service Quality on the Decision to Purchase Mobile Phones at the Zonafone Padang Counter. Journals . Vol 2 No 1 Page 125 – 138.
 Nadril Adabi. 2020. The Influence of Brand Image, Service Quality and Consumer Trust on Indihome Purchase Decisions at Witel Telkom Depok. Journal of Management . Vol 12 No 1 Page 32 – 39.
 Ramadhani Widya Ningrum. 2016. The Influence of Product Quality, Brand Image and Samsung Mobile Advertising on Purchase Decisions. Accounting Education Scientific Forum Accounting Education Study Program – FKIP . PGRI Madiun University.
 Ratminto & Atik Septi Winarsih. 2012. Service Management . Yogyakarta: Student Library.
 Sinambela, Lijan Poltak. 2011. Public Service Reform, Policy Theory and Implementation, fifth edition . Jakarta : PT Bumi Aksara.
 Siska Farenzia. 2020. The Influence of Service Quality, Brand Image and Promotion on Purchase Decisions for Grab's Online Transportation Services. Journal of Business Management . Vol 33 No 1 Pages 1 – 14.
 Solihin, Ismail. 2012. Strategic Management . Jakarta: Erlangga Publisher.
 Sugiyono, 2016. Qualitative Quantitative Research Methods and R&D . Bandung: Alphabeta.
 Sunyoto, Danang. 2012. Fundamentals of Marketing Management (Concepts, Strategies, and Cases) . 1st printing. Yogyakarta: CAPS (Center for Academic Publishing Service).
 Tjiptono, Fandy. 201 9 . Service Marketing. Jakarta: Gramedia Cawang.
 Welda Mudiar. 2019. The Influence of Brand Image and Service Quality on Consumer Purchase Decisions for Tokopedia Online Stores. National Scientific Symposium . ISBN : 978-623-90151-7-6 Pages 415 – 423.