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This study aims to determine and examine the effect of product quality on purchasing decisions, the influence of brand image on purchasing decisions, the influence of purchasing decisions on customer satisfaction, the effect of product quality on customer satisfaction through purchasing decisions, and the influence of brand image on customer satisfaction through purchasing decisions. This research is in the form of quantitative research, where the data obtained is primary data obtained through distributing questionnaires to 120 respondents who have made purchases of Wardah cosmetic products. The data obtained were then processed using the Smart PLS software. The results showed that there was a positive and significant relationship between product quality and brand image variables on purchasing decisions, which means that good product quality and good brand image will create purchasing decisions for consumers. Purchase decisions have a positive influence on customer satisfaction. Product quality has a positive and significant effect on customer satisfaction. Brand Image does not significantly influence customer satisfaction. Product quality and brand image have a positive and significant effect on customer satisfaction through purchasing decisions. This shows that consumers will be satisfied with a product when consumers are satisfied with the purchasing decisions made on the product.

PRODUCT QUALITY AND BRAND IMAGE TOWARDS CUSTOMERS' SATISFACTION THROUGH PURCHASE DECISION OF WARDAH COSMETIC PRODUCTS IN SURABAYA