Demographic Factors to Strengthen the Influence of Brand Image and Store Service Quality on Purchasing Decisions

The success of a company's target market is heavily dependent on purchasing decisions. The aspect that influences consumers' purchase decisions is the brand image. The buying decision is substantially influenced by brand perception. In this instance, brand image is significant for resellers as business players. Consumer service quality is another consideration. Quality of service is a manner of conducting business that tries to make ongoing quality improvements to the company's operations, products, and services. This type of research is quantitative, applying multiple linear regression techniques using moderating variables. The population of this study was all 150 customers of the Compassnyaban shoe store for the period July 2021 to June 2022 using the census method. The results showed that the brand image of Compass shoes found that Compass shoes used ideal raw materials. Compassnyaban shoe store's service quality was found to be responsive through complaint handling. The decision to purchase Compass shoes found that customers chose Compass shoes because of their trusted quality and quality. The result of this study is that brand image influences the purchasing decisions of Compassnyaban shoe store customers. The results showed that service quality did not affect the purchasing decisions of Compassnyaban shoe store customers. Demographic factors (gender, age, education) as moderating variables strengthen the influence of brand image on purchasing decisions at the Compassnyaban shoe store in Malang. Demographic factors such as education are the moderating variable that strengthens the relationship between brand image and purchasing decisions. Demographic factors (gender, age, education) as moderating variables strengthen the negative effect of service quality on purchasing decisions at the Compassnyaban shoe store in Malang. Demographic factor as education is the moderating variable that weakens the relationship between brand image and the decision to buy Compass s