The Effect of Customer Delight, Brand Image, and Product Innovation on The Purchase Decision of The Erigo Brand in The City of Surabaya

This study aims to determine the effect of customer satisfaction, Brand image, and Product innovation on consumer Purchasing Erigo brand products in Surabaya. type research is quantitative research. The population all customers number samples taken 100 respondents who are incidentally. sampling technique used prior probability technique; this randomization or coincidence. data collection method a survey with questionnaire instrument that using questionnaire. result shows delight; image has significant purchasing decisions but not product which for city Meanwhile, simultaneously, Customer delight, influence