This study aims to determine: (1) The effect of service quality and brand image on consumer purchasing decisions. 2) Effect of service quality on consumer purchasing decisions, and (3) Effect of brand image on consumer purchasing decisions of. The design of this study is survey research. The population in this study is the consumer of Semar Nusantara Gold Store in Special Region of Yogyakarta. The sampling technique in this study used purposive sampling with a total sample of 126. Data collection techniques using questionnaires that have been tested for validity and reliability. Statistical testing in this study using R square test, F-test, t-test. The survey results revealed that the variable quality of service and brand image influence the consumer purchase decisions