This study aims to analyze the influence of brand image, promotion, product
quality, and service quality on purchasing decisions. This study used quantitative
methods, and sample decision-making techniques, namely Non-Probability
Sampling, purposive sampling approach, and the number of samples of as many
as 100 respondents. The analysis techniques used are descriptive statistical tests,
instrument tests, classical assumption tests, multiple regression tests, model fit
tests, and hypothesis tests. The results of this study explain that the variables of
brand image, promotion, product quality, and service quality simultaneously have
a significant effect on purchasing decisions. Brand image, promotion, product
quality, and service quality partially have a positive and significant influence on
purchasing decisions.