This research aims to determine the influence of brand image, product quality and
product design on buyer decisions. This research method is quantitative research.
Sample selection in this research was carried out using the purposive sampling
method. Based on the criteria, 107 respondents were sampled from 3 universities,
namely Muhammadiyah University Purwokerto, Jenderal Soedirman University
and Saifuddin Zuhri State Islamic University Purwokerto. The data analysis
techniques used in this research are descriptive statistical tests, instrument tests,
classical assumption tests, multiple linear regression analysis, model fit tests. The
results of the analysis show that brand image partially has a significant positive
effect on purchasing decisions, product quality partially has a significant positive
effect on purchasing decisions. Product design partially has a negative effect on
purchasing decisions.