The emergence of modernity has made various sectors of human life, including the business sector, especially fashion, experience rapid development, as well as the business competition that is getting tougher every day. Not only does business competition provide opportunities, but it also creates challenges. This is based on the concept of seizing and maintaining market share. Therefore, companies must be able to compete and find ways to win market share for their products or services. One brand that offers up-to-date fashion trends is the Erigo brand. Erigo is the brand that is most in demand and sought after by the public during the COVID-19 pandemic, it has several types of products, such as sweaters, etc. The purpose of the research with this type of explanatory research and quantitative approach is to find out and analyze the effect of brand image, brand love, brand equity, and price on purchasing decisions for Erigo brand sweater products. The Malhotra formula was used to sample students from the Faculty of Economics and Business at the Islamic University of Malang, yielding a sample of 100 respondents. This research method uses multiple linear regression analysis with the SPSS analysis tool. This study shows that brand image, brand love, brand equity, and price have a simultaneous effect on purchasing decisions in the test carried out with the partial test, two independent variables have a negative and insignificant effect on the dependent variable, both of which are the brand image variable and the brand love variable.