PENGARUH SERVICE QUALITY DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN PADA SELF PHOTO STUDIO MORII DI KENDARI

This study aims to determine the influence of Service Quality and Brand Equity on Purchasing Decisions at Self Photo Studio Morii in Kendari. The population in this study were consumers who used services at Self Photo Studio Morii Kendari. This study used a quantitative method with a sample of 70 respondents taken using purposive sampling techniques, by filling out questionnaires on Google Form. Data analysis used multiple linear regression processed through the IBM SPSS Statistic 27 program. The results of the study showed that: (1) Service Quality and Brand Equity simultaneously have a positive and significant effect on purchasing decisions at Self Photo Studio Morii in Kendari, (2) Service Quality has a positive and significant effect on purchasing decisions at Self Photo Studio Morii in Kendari, (3) Brand Equity has a positive and significant effect on decisions at Self Photo Studio Morii in Kendari.