The purpose of this research was to determined the effect of brand image,
product quality and location on purchasing decisions. This research used quantitative
methods, sampling techniques using non probability sampling with accidental
sampling techniques. The sample in this research were 119 respondents. The data
analysis techniques in this research were instrument test, descriptive statistics,
classical assumption test, multiple linear regression analysis and hypothesis testing.
The results showed that brand image partially had a positive and significant effect on
purchasing decisions, product quality partially had a positive and significant effect on
purchasing decisions, and location partially had a positive and significant effect on
purchasing decisions. Then simultaneously brand image, product quality and location
have an effect on purchasing decisions.