The purpose of this study was to analyze the effect of brand image, word of mouth, product quality and service quality on purchasing decisions. The selection of the sample in this study was carried out by purposive sampling. Based on the criteria, 122 respondents were sampled. The data analysis technique used in this research is descriptive statistics, instrument test, classic assumption test, multiple linear regression analysis test, coefficient of determination, t test. The results show that Brand Image has a positive and significant effect on purchasing decisions. Word of Mouth has no significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions. Service quality has no significant effect on purchasing decisions.