This research investigates the impact of product quality, price, promotion, and brand image on consumer purchase decisions for PT Sanbe Farma products. As a leading pharmaceutical company in Indonesia, PT Sanbe Farma operates in a rapidly growing industry driven by increasing public awareness of health and support from national healthcare programs. Using a quantitative approach, data was collected from consumer surveys and analyzed to evaluate the influence of these variables on purchasing decisions. The results reveal that product quality, pricing, promotional strategies, and brand image significantly and positively affect consumer purchase decisions. Among these factors, brand image has the strongest influence, emphasizing the importance of a trusted reputation in fostering loyalty and consumer trust. These findings provide strategic insights for PT Sanbe Farma to enhance its market positioning, improve customer satisfaction, and