The purpose of this study was to determine the effect of brand image, product
quality and price towards purchasing decisions. The sample selection in this study
was carried out by purposive sampling. Based on the criteria, there were 100
respondents who became the sample. The data analysis techniques used in this
research are instrument test, descriptive statistics, classical assumption test,
multiple regression analysis, and hypothesis testing. The results of the analysis
show that brand image, product quality and price simultaneously effect on
purchasing decisions, then brand image have a significant positive effect on
purchasing decisions, product quality have a significant positive effect on
purchasing decisions, while price have positive effect and not significant on
purchasing decisions.