This study aims to analyze the influence of product quality, brand image,
product innovation, and brand equity on purchasing decisions. The population in
this study are consumers of Diadora shoes in the city of Purwokerto. This
research uses quantitative methods with non-probability sampling techniques
using purposive sampling methods. The research sample is 107 respondents. The
research method used in this research is descriptive statistical test, instrument
test, classical assumption test, multiple regression analysis, coefficient of
determination and hypothesis testing. The results of the t test analysis show that
product quality has a positive and significant effect on purchasing decisions,
brand image has a positive and significant effect on purchasing decisions, product
innovation has no significant negative effect on purchasing decisions and brand
equity has a positive and significant effect on purchasing decisions.