The purpose of this study was to determine the effect of brand image,
product quality, product innovation and word of mouth on purchasing decisions.
The selection of the sample in this study was carried out by purposive sampling.
Based on the criteria, 100 respondents were sampled. The data analysis technique
used in this research is instrument test, descriptive statistics, classical assumption
test, multiple regression analysis, and hypothesis testing. Then brand image
partially has a positive and significant effect on purchasing decisions, product
qualit partially has a positive and significant effect on purchasing decisions,
product innovation partially has no positive and significant effect on purchasing
decisions while word of mouth partially has a positive and significant effect on
purchasing decisions.