The purpose of this research is to analyze the effect of brand image, product
quality and price on purchasing decisions of Rocket Chicken Purwokerto. The
population of this research is all customers of Rocket Chicken Purwokerto. The
sampling technique uses a non-probability sampling technique with a purposive
sampling method. The number of samples is 110 respondents with several criteria
that have been required. Data collection using a questionnaire. The results of the
study show that brand image, product quality and price simultaneously influence
purchasing decisions. Brand image partially has a significant positive effect on
purchasing decisions. Product quality partially has a significant positive effect on
purchasing decisions. Price partially has not a significant negative effect on
purchasing decisions.