This study aims to determine the effect of brand awareness quality perception and brand association on Pop Mie purchasing decisions. The sample selection in this research was carried out by purposive sampling method. Based on the certain criteria, 107 respondents were sampled. The analysis used multiple linier regression analysis. The results this research states that brand awareness, quality perception and brand association have significant effects on purchasing decisions. Brand Awareness has no positive significant effect on Purchasing Decisions, Quality Perception has a positive and significant effect on purchasing decisions, Brand Association has no positive significant effect on purchasing decisions. Based on the different test there was no difference in purchasing decisions based on gender.