The purpose of this research was to determine the influence of brand awareness, brand image, and product quality on purchase decision of Cadbury chocolate. The sample selection in this research was carried out by purposive sampling. Based on the criteria, as many as 110 respondents where sampled. The data analysis techniques used in this research where instrument test, descriptive statistic, classical assumption test, multiple regression analysis, and hypothesis testing. . The results of the analysis showed that brand awareness, brand image, and product quality simultaneously affect purchasing decisions. Then partially, the brand image variable has no effect on purchasing decisions, while brand awareness, and product quality, each partially has a positive effect on purchasing decisions.