This study attempts to find out the influence of product quality, price perception and advertising appeals on purchase decision of Gbumin. The analysis tool employed in this study is quantitative analysis (test validity and reliability), multiple regression analysis, classical assumption test (multicollinearity and normality), t-test and coefficient of determinant. Population in this study is people who have purchased Gbumin 1 time at minimum at Herbal SAR store, Bekasi. This study selects 100 respondents as samples using purposive sampling technique with the criteria of respondents is people who have purchased Gbumin 1 time at minimum at Herbal SAR store, Bekasi. The analysis result reveals that the product quality, price perception and advertising appeals provides influence towards purchase decision partially (per variable) and simultaneously (all variables). The result of coefficient of determination test shows that the variables of product quality, price perception and advertising appeals provide significant influence towards purchase decision. Based on the table of priority scale, the highest score is found on the variable of product quality, performance dimension. Referring to that result, the suggestions that may be drawn is to find out the good quality of snakehead fish such as weight, age and diet, each fish shipped to the lab must be tested first to know if it fulfills the standards required by the company and observe production process to prevent contamination with other substances.

Keywords : Product Quality, Price Perception, Advertising Appeals, Purchase Decision.