The purpose of this study was to determine the effect of brand image, price
perception, feature and product quality towards purchasing decisions. The sample
selection in this study was carried out by purposive sampling. Based on the criteria,
there were 110 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, price perception, feature and product quality
simultaneously influence on purchasing decisions, then brand image have a positive
effect and significant on purchasing decisions, price perception doesn’t influence
purchasing decision, feature doesn’t influence purchasing decision and product
quality have positive effect and significant on purchasing decisions.