<![CDATA[This study aims to examine the effect of product quality, product design and brand image either simultaneously or partially on purchasing decisions for Yamaha brand guitars at Ethnic Music. The research design used is causal quantitative research. Determination of the sample in the study using purposive sampling technique. The number of samples used is 100 respondents. The instrument used in data collection is a questionnaire and the data analysis technique used is multiple linear regression analysis. The results of this study are: (1) Product quality has a positive and significant effect on purchasing decisions for Yamaha brand guitars at Ethnic Music (2) Product design has a positive and significant effect on purchasing decisions for Yamaha brand guitars at Ethnic Music (3) Brand Image has a positive and significant effect on purchasing decisions. significant effect on purchasing decisions of Yamaha brand guitars at Ethnic Music (4) Product Quality, Product Design, Brand Image have a positive and significant effect on purchasing decisions of Yamaha brand guitars at Ethnic Music]]>
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