This study aims to determine the effect of brand equity, product quality,
promotion and price on purchasing decisions. The sample in this study amounted
to 110 respondents. The sampling technique used in this research is nonprobability
sampling with data obtained from respondents with the research
instrument using a questionnaire. The research method used in this research is
multiple regression analysis. The results show that brand equity has a positive and
significant effect on purchasing decisions, product quality has a positive and
significant effect on purchasing decisions, promotions have a positive and
significant effect on purchasing decisions, and price has a positive and significant
effect on purchasing decisions. Brand equity, product quality, promotion and price
on purchasing decisions have a significant effect on purchasing decisions.