<![CDATA[The increasingly intense competition in the electronics retail industry in the Gading Serpong area requires PT Best Price Elektronik Indonesia to maintain and improve consumer purchasing decisions, while sales data over the last six months show a consistent declining trend. This study aims to examine the influence of brand image, service quality, and promotion on purchasing decisions for electronic products at PT Best Price Elektronik Indonesia Gading Serpong, both partially and simultaneously. A quantitative associative method was applied, with the population comprising all consumers who had purchased electronic products at the company. The sample was determined using the Lemeshow formula, comprising 100 respondents. Primary and secondary data were collected through questionnaires and analyzed using validity testing, reliability testing, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination with SPSS version 23. The results yield the regression equation Y = 10.532 + 0.269X₁ + 0.137X₂ + 0.370X₃. Brand image significantly influences purchasing decisions (t-count 4.387 > t-table 1.985; sig. 0.000), service quality significantly influences purchasing decisions (t-count 3.157 > t-table 1.985; sig. 0.002), and promotion significantly influences purchasing decisions (t-count 5.150 > t-table 1.985; sig. 0.000). The three variables also simultaneously and significantly influence purchasing decisions (F-count 38.747 > F-table 2.32; sig. 0.000), with a coefficient of determination (R²) of 0.548. Promotion is the most dominant variable influencing purchasing decisions.]]>
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