Penelitian ini bertujuan guna mencari tahu pengaruh harga, kualitas produk dan citra merek terhadap keputusan pembelian. Pada penelitian ini memakai pendekatan kuantitatif secara memakai metode survei. Metode penarikan sampel yang dipakai yakni non-probability sampling secara teknik penetapan sampel memakai purposive sampling. Sampel pada studi ini adalah yakni-Mahasiswi Fakultas Ekonomi Universitas Borneo Tarakan 2018, 2019 dan 2020 yang membeli atau menggunakan produk Imitasi (Kw) dengan jumlah sampel 190 responden. Metode analisa yang dipakai yakni analisa regresi linear berganda terhadap program SPSS versi 25. Hasil penelitian ini membuktikan variabel harga berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian produk Imitasi (KW).

The purpose of this study was to determine the impact of price, product quality, and brand image on purchasing decisions. This study employed a quantitative method in the form of a survey. The sample approach utilized was non-probability sampling in a purposive sampling strategy. The sample for this study was 190 students from the Faculty of Economics, Universitas Borneo Tarakan, who bought or used imitation products (KW) in the years 2018, 2019 and 2020. Multiple linear regression analysis with the SPSS version 25 program was utilized as the analytical strategy. The findings of this study showed that pricing had a positive and substantial impact on purchasing decisions, product quality had a positive and significant impact on purchasing decisions, and brand image had a positive and large impact on imitation product (KW) purchases.