The purpose of this study was to analyze the effect of product quality, brand
image and product design on the purchasing decision of Implora cosmetics. The
population of this study were all students of the Faculty of Economics and Business,
Muhammadiyah University, Purwokerto. The sampling technique uses a nonprobability
sampling technique with a purposive sampling method. The number of
samples is 105 respondents with some of the required criteria. Data collection using
a questionnaire. The results of the study show that product quality, brand image
and product design simultaneously influence purchasing decisions. Brand image
partially has a significant positive effect on purchasing decisions. Product quality
partially has a significant positive effect on purchasing decisions. Product design
partially has a significant positive effect on purchasing decisions.