The aim of this research is to determine the influence of brand image, product
quality and lifestyle on purchasing decisions. Sample selection in this research
was carried out using purposive sampling. Based on the criteria, 100 respondents
were obtained as samples. The data analysis techniques used in this research are
instrument testing, descriptive statistics, classical assumption testing, multiple
regression analysis, and hypothesis testing. The results of the analysis show that
brand image partially has no effect on purchasing decisions, product quality
partially has no effect on purchasing decisions, lifestyle partially has a positive
and significant effect on purchasing decisions.