Abstract
This study aims to determine and understand the influence of product quality, price, brand image, personal selling, and income on purchasing decisions of HPAI products in Kotabaru. This type of correlational research, namely to determine the relationship between independent variables, namely product quality, price, brand image, personal selling and income on the dependent variable of purchasing decisions. The research method used is multiple linear regression analysis to determine the influence of each independent variable on the dependent variable. The research sample consisted of 60 people using the Slovin method. The results show that partially both product quality, price, brand image, personal selling, and income influence purchasing decisions, while simultaneously product quality, price, brand image, personal selling, and income significantly influence the purchasing decision variable of HPAI products in Kotabaru.
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