This study aims to analyze the effect of product quality, hedonic motivatioN, brand image and customer attitudes on purchase decisions. This research was quantitative methods, the sampling technique used Non-Probability Samplin approach purposive sampling and the number of sample is 110 respondents. The data analysis technique used in this study is descriptive statistical analysis, data instrument test, classical assumption test, multiple linear regression analysis, model fit test and hypothesis testing. The result showed that product quality, hedonic motivation, brand image and customer attitudes simultaneously influence purchasing decisions. Hedonic motivation and customer attitudes have a positive and significant effect on purchasing decisions, while product quality and brand image has no effect on purchasing decisions.