The administrative area of East Jakarta is the most populous area in the DKI Jakarta Province, where housewives generally play a central role in household consumption decision-making. The trend of low fruit consumption, coupled with increasing public awareness of healthy lifestyles, has made instant fruit juice products like Sunfresh a practical and increasingly popular option. However, the presence of negative consumer reviews regarding product quality, pricing policies, and brand perceptions poses a strategic obstacle that Sunfresh must overcome to strengthen purchasing decisions. This research aims to examine the size of the independent variables in influencing the dependent variable, namely the purchase decision of Sunfresh by housewives in East Jakarta. A quantitative approach with descriptive methods was applied in this study. Primary data were collected through the distribution of questionnaires to 100 respondents who met the purposive sampling criteria, namely housewives in the area who have purchased Sunfresh. Data analysis was conducted using descriptive analysis techniques and multiple linear regression. The results of the study indicate that, partially and simultaneously, product quality, price, and brand image have a significant and positive influence on purchasing decisions. The implication of this finding is the need for companies to optimize quality perceptions, formulate pricing strategies that are aligned with product value, and strengthen brand consistency and positive image to stimulate consumer purchasing decisions.
Keywords : Product Quality, Price, Brand Image, Purchasing Decisions