This study was to analyze the effect of brand image, service quality and promotion on purchasing decisions. This study uses quantitative methods, non-probability sampling techniques, obtained through purposive sampling is a method of determining the sample based on certain criteria. The sample of this research is 120 respondents. The research method used in this research is multiple regression analysis. Data were analyzed using descriptive analysis, classical assumption test and multiple regression analysis. The results showed that the variables of brand image, service quality and promotion simultaneously had a significant effect on purchasing decisions. Partially, brand image and service quality variables have a significant effect on purchasing decisions, while promotions have no significant negative effect on purchasing decisions. Brand image variable is the most dominant factor influencing purchasing decisions.