The purpose of this study was to analyze the effect of product quality, brand image, brand equity, and purchasing decisions. The sample selection in this study was done by purposive sampling. Based on the criteria, there were 130 respondents who became the sample. The data analysis techniques used in this research are instrument test, descriptive statistics, classical assumption test, multiple regression analysis, and hypothesis testing. The results of this study indicate that product quality, brand image, and brand equity simultaneously affect purchasing decisions. Product quality does not have a positive effect on purchasing decisions partially. Then brand image and brand equity have a positive effect on purchasing decisions partially.