THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON CONSUMERS BUYING INTEREST IN BUSINESS SS DESSERT IN MAKASSAR CITY = THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON CONSUMERS BUYING INTEREST IN BUSINESS SS DESSERT IN MAKASSAR CITY

This study aims to determine the effect of product quality and brand image on consumers’ buying interest in business SS Dessert in Makassar City. The data used in this study were obtained from a questionnaire (primary). The sampling method used nonprobability sampling method with purposive sampling type. The number of samples used is 292 customers who often buying product in SS Desesert in Makassar City. The analytical method used is descriptive analysis method with IBM SPSS version 25 application, and classic assumption test. The results show that product quality and brand image has a positive, significant effect, and simultaneous in on Consumer Buying Interest in SS Dessert in Makassar City.

Keywords : Product Quality, Brand Image, Interest