<![CDATA[ Tujuan dalam penelitian ini adalah untuk mengetahui apakah citra merek, varian produk, dan kualitas produk berpengaruh secara parsial dan simultan terhadap keputusan pembelian pada produk Eiger Adventure Store di Surakrata. Jumlah populasi dalam penelitian ini sebanyak 600 orang yang pernah membeli produk Eiger. Sampel penelitian diambil secara insidental sampling diperoleh sebanyak 90 responden dengan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel citra merek, varian produk, dan kualitas produk secara simultan berpengaruh siginifikan terhadap keputusan pembelian pada Eiger Adventure Store di Surakarta dan secara parsial citra merek tidak berpengaruh positif terhadap keputusan pembelian, sedangkan varian produk secara parsial berpengaruh positif terhadap keputusan pembelian. Dan untuk kualitas produk secara parsial tidak berpengaruh positif terhadap keputusan pembelian pada Eiger Adventure Store di Surakarta. Tiga variabel independen dijelaskan bahwa keputusan pembelian sebesar 41% dan yang lainnya dipengaruhi oleh variabel lainnya. ABSTRACT The purpose of this study was to determine whether the brand image, product variants, and product quality partially and simultaneously influence purchasing decisions at Eiger Adventure Store products in Surakrata. The population in this study was 600 people who had bought Eiger products. Samples were taken by incidental sampling as many as 90 respondents with multiple linear regression method. The results showed that the variable brand image, product variant, and product quality simultaneously had a significant effect on purchasing decisions at the Eiger Adventure Store in Surakarta and partially brand image had no positive effect on purchasing decisions, while product variants partially had a positive effect on purchasing decisions. And product quality partially does not have a positive effect on purchasing decisions at the Eiger Adventure Store in Surakarta. Three independent variables which state that the purchase decision is 41% and the others can be seen by other variables.  ]]>
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