<![CDATA[Abstract This research was conducted with the aim of analyzing brand image, product quality and price perceptions on purchasing decisions for Vivo brand smartphones (case study of Meteor Cell consumers in Batu City). The population in this study were consumers who made purchases at Meteor Cell outlets, and the sample used used a non-probability sampling method with a purposive sampling technique, namely a sample taking technique with certain considerations. The sample collection technique used a quantitative method in the form of distributing questionnaires to 75 respondents. The data analysis method uses multiple linear regression analysis, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, hypothesis test and coefficient of determination using the SPSS application. Based on the research results, it is known that brand image, product quality and price perception simultaneously have a positive and significant effect on purchasing decisions. Partially, brand image has a positive and significant influence on purchasing decisions, product quality has a positive and significant influence on purchasing decisions, and price perception has a positive and significant influence on purchasing decisions for purchasing Vivo brand smartphones. Keywords: Brand Image, Product Quality, Price Perception, Purchasing Decisions]]>
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