This study aims to determine the effect of features, prices, and brand image on purchasing decisions. This research is quantitative research. The population in this study were consumers or Sony camera users in the city of Surakarta. The number of samples in this study is 152 respondents, the method of data collection uses non probability sampling with a type of purposive sampling where researchers determine sampling by providing specific criteria. Methods of collecting data using a questionnaire. Data analysis techniques in this study are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, determination test (R2), model accuracy test (F test), regression coefficient test and hypothesis test (t test). the results of the study show that the features, price, and price of the brand influence the decision to purchase Sony cameras in Surakarta
