<![CDATA[This study aimed to determine the effect of brand image price discounts and service quality on purchasing decisions of Topten clothing at Cahaya of BG Junction Surabaya. This research method used a quantitative approach. Data collection was conducted by distributing questionnaires to 100 respondents. Sample research using purposive sampling technique. The analysis tool used SPSS version 25 through the following stages: validity test, reliability test, classic assumption test, multiple linear analysis, hypothesis testing, and the coefficient of determination obtains an R2 value of 0.287 or 28.7%. The remaining 71.3% of the decision to purchase topten clothing at Cahaya of BG Junction Surabaya was influenced by other variables outside of this study. The results of the study partially showed that (1) Brand Image has no significant effect on the Decision to Purchase Topten clothing at Cahaya BG Junction Surabaya (2) Price Discounts have no significant effect on the Decision to Purchase Topten clothing at Cahaya of BG Junction Surabaya (3) Quality of Service influences significant effect on the Decision to Purchase clothing Topten at Cahaya of BG Junction Surabaya (4) Brand Image, Price Discounts and Quality of Service have a simultaneous effect on Purchase Decisions for Topten clothing at Cahaya of BG Junction Surabaya. Keywords: Brand Image, Price Discount, Service Quality, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh citra merek ,diskon harga dan kualitas pelayanan terhadap keputusan pembelian pakaian Topten di Cahaya BG Junction Surabaya. Metode penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan dengan menyebar kuesioner kepada 100 responden. Penelitian sampel dengan teknik purposive sampling. Alat analisis menggunakan SPSS versi 25 melalui beberapa tahapan berikut: uji validitas, uji reliabilitas, uji asumsi klasik, analisis linear berganda, uji hipotesis, dan koefisien determinasi diperoleh nilai R2 sebesar 0,287 atau 28.7%. Sisanya sebesar 71.3% Keputusan Pembelian pakaian Topten di Cahaya BG Junction Surabaya dipengaruhi oleh variabel lain diluar penelitian ini. Hasil penelitian secara parsial menunjukkan bahwa (1) Citra Merek tidak berpengaruh signifikan terhadap Keputusan Pembelian pakaian Topten di Cahaya BG Junction Surabaya (2) Diskon Harga tidak berpengaruh signifikan terhadap Keputusan Pembelian pakaian Topten di Cahaya BG Junction Surabaya (3) Kualitas Pelayanan berpengaruh signifikan terhadap Keputusan Pembelian pakaian Topten di Cahaya BG Junction Surabaya (4) Citra Merek, Diskon Harga dan Kualitas Pelayanan secara simultan berpengaruh terhadap Keputusan Pembelian pakaian Topten di Cahaya BG Junction Surabaya. Kata Kunci: Citra Merek, Harga Diskon, Kualitas Pelayanan, Keputusan Pembelian]]>
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