29 Jurnal Ekonomi dan Bisnis, Vol. 7 No. 2 September 2020 P - ISSN : 2503-4413 E - ISSN : 2654-5837, Hal 29 - 37 PENGARUH IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN STUDI KASUS PADA CV CEMILAN KUNIK GARUT Oleh: Hari Mulia STIE Yasa Anggana Garut Email : muliahari0@gmail.com Linda Risnawati Article Info Abstract Article History : Received 23 July - 2020 Accepted 20 August - 2020 Available Online 07 Sept - 2020 The purpose of this research is to know about advertising, product quality and purchase decisions on CV finger Kunik Garut and to know the effect of advertising on purchasing decisions, the influence of product quality on purchasing decisions, and the influence of advertising and product quality to purchase decisions on food product CV snack Kunik Garut. The research method used is a descriptive method. A descriptive method of research is done to know the value of a self-variable, either one or more variables (independent) without making comparisons, or linking between variables one to another. The population in this research is all consumers who have ever made a purchase of products on food product CV snack Kunik Garut, while samples were taken amounting to 68 people and sample withdrawal is done using incidental sampling. Based on data processing using SPSS Veri 20, the research instrument used in the study was declared valid because it has a greater value of the R table of 0.238 and is reliable because it has a greater value of the Cronbach alpha value of 0.600. From AD correlation test results have a strong influence on purchasing decision with R value of 0.646 and coefficient of determination of 41.3% and the remaining 58.7% are influenced by other factors that are not researched, while the test result of product quality correlation has strong influence on purchasing decision with R value of 0.634 and coefficient of determination of 43.3% and remaining 56.7% influenced by other factors that are not researched. Then the test results of ad correlation and product quality have a very strong influence on purchasing decisions with a R value of 0.824 and a coefficient of determination of 67.9% and the remaining 32.1% are influenced by other factors not researched. Keyword : Advertising, Product Quality And Purchase Decisions.