This study aims to determine the effect of product quality, price and brand image on purchasing decisions. The sample selection in this study was done by purposive sampling. Based on the criteria, there were 107 respondents who became the sample. The data analysis techniques used in this research are instrument test, descriptive statistics, classical assumption test, multiple regression analysis, coefficient of determination test, and hypothesis testing. The results of the analysis show that product quality has a significant positive effect on purchasing decisions, price has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions. Product quality, price and brand image simultaneously have a positive and significant effect on purchasing decisions.