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As a cigarette producr,Clas mild faces increasingly intense industry competition,which requires the company to understand the factors influencing consumer purchasing dicisins in order to maintain and increase its market share.This study employs a quantitative approach,using a questionnaire distributed to 100 respondens eho had purchased Clas mild cigarettes within the past three months.The sampling technique used a combiantion of purposive sampling and snowball sampling.The date were analized using multiple linear regression with SPSS.The results indicate that product quality has a positive and significant on purchasing decisions,price has a positive and significant effect on purchasing decisions, and brand image has a positive and significant effect on purchasing decisions.