This research is aims to analyze the effect of purchase decision of brand H&M in DP Mall Semarang. Purchase decision is influenced by several factors, including brand image, product quality, and price. The data collection methods used in this study are questionnaires, interviews and literature study. The sample used in this research is 100 respondents, calculated by using Lemeshow formula. The data analysis method used in this research are classical assumption test, multiple linear regression, t-test, f-test and coefficient determination. The results showed that partially brand image, price, and lifestyle have an effect on purchasing decision. Then, simultaneously brand image, price, and lifestyle have an effect on purchasing decision. Based on the results of multiple linear regression analysis, the equation

Y = 19,570 + 0,236X1 + 0,090X2 + 0,567X3. The coefficient determination of this research is 0,809, which means that the contribution of brand image, price, and lifestyle to purchase decision is 80,9%, while the remaining 18,1% is influenced by other variables that are Purchasing decision are explained by the variable brand image, product quality, and price of 73.7%, while the remaining 18,1% is effected by other factors that are not included in this research