This study aims to analyze brand awareness, perceived quality and brand loyalty 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 110 respondents. Data were analyzed using descriptive analysis, classical assumption test and multiple regression analysis. The results showed that the variables of brand awareness, brand association, perceived quality and loyalty simultaneously had a significant effect on purchasing decisions. Partially, brand awareness and brand association variables, perceived quality and brand loyalty have a significant effect on purchasing decisions.