The purpose of this study is to determine the influence of brand image, product quality, and brand equity on purchasing decisions. Sample selection in this study was selected by purposive sampling method. Based on the criteria, a total of 110 respondents were sampled. The data analysis techniques used in this study are instrument tests, descriptive statistics, classical assumption tests, multiple regression analysis, and hypothesis tests. The analysis results showed simultaneously that the variables of brand image, product quality, and brand equity have an impact on purchasing decisions. Partially, variable brand image, product quality, and brand equity have a significant positive effect on purchasing decisions