This study aims to analyze the effect of group reference, product quality,
and product design towards the purchase decision of INK helmets in the city of
Purwokerto. This study uses quantitative research methods, non probability sampling
techniques which obtained through purposive sampling. The population in this study
were INK helmet consumers in the city of Purwokerto. This research sample was 87
respondents. The research method used in this study is the validity test, reliability
test, classic assumption test, multiple regression analysis, coefficient of
determination, and hypothesis testing. The results of the analysis show that partially,
,group reference, product quality, and product design have a significant positive effect
on purchasing decisions. Furthermore, the results of the analysis simultaneously
showed that group reference, product quality, and product design have significant
effect on purchasing decisions. While the variability of all variables has effects on
purchasing decisions by 58%.