The purpose of this study was to determine the effect of brand image, brand
awareness and product quality towards purchasing decisions. The sample
selection in this study was carried out by purposive sampling. Based on the
criteria, there were 120 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 the analysis show that brand image, brand awareness and product
quality simultaneously effect on purchasing decisions, then brand image have a
significant positive effect on purchasing decisions, brand awareness haven’t
influence on purchasing decisions, and product quality have a significant positive
effect on purchasing decisions.