This study aims to analyze the effect of price, product quality, brand image, and
promotion on purchasing decisions for KYT helmets. The population that was
used as the target of this study were parties related to the motorbike community
using KYT helmets in Banjarnegara with a total of 117 respondents. This study
uses quantitative research methods, probability sampling technique. The results of
this study indicate that all variables, namely: price, product quality, brand image
and promotion have a simultaneous positive and significant influence on the
decision to purchase a KYT helmet (a study in the motorcycle community in
Banjarnegara). While partially it was found that for the partial test the price
variable had no significant positive effect on purchasing decisions, the product
quality variable had a positive and significant effect on purchasing decisions, the
brand image variable had a positive and significant effect on purchasing
decisions, and the promotion variable had a positive and significant effect on
purchasing decisions.