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This research was conducted to empirically examine the effect of product quality on purchasing decisions and their implications for relationship equity in the Automotive sector in the city of Bandung. The research method uses a quantitative approach and uses consumer surveys. Sample respondents were 108 people using simple random sampling technique — data analysis with SPSS for Windows tools. The results of the study show that there is a significant effect of product quality on relationshipdoi:10.5281/zenodo.3382194 fatcat:7umujdofb5dbtgldfqgdh6vxxe