The purpose of this study was to determine the effect of brand ambassadors, product
quality, and brand image on purchasing decisions for Lemonilo instant noodle
products. The sampling technique in this study used purposive sampling. The
number of samples used was 125 with the required criteria. The data analysis
techniques used are Instrument Test, Classical Assumption Test and Multiple
Linear Regression Analysis. The results showed; Brand ambassador variable has
no significant effect on purchasing decisions. Product quality variable has a
positive and significant effect on purchasing decisions. Brand image variable has
a positive and significant effect on purchasing decisions. Then the results of the F
test show that the regression equation model formed is included in the fit criteria.