Established in 1980, PT XYZ is the first pump manufacturer in Indonesia. Many companies have recognized the advantages of X brand pumps in terms of quality. However, along with the times, it turns out that the X brand pump has not been able to become the market leader in the pump industry market, especially in direct sales which is one of the sales segments in PT XYZ which is the Japanese target market. This research aims to examine and analyze the effect of variable brand image, product quality, product price, and delivery time on the purchase decision of brand X pump in PT XYZ. This statistic parametric study use method a multiple regression in which the data processed by the SPSS program. The population has been identified, namely 62 customers, which are Japanese companies in Indonesia that have purchased pump brand X for their own needs from PT XYZ. The determination of the number of samples used in this study with the census method proposed. The results of this study indicate that the variables of brand image, product quality, price, and delivery time have a significant and positive effect on purchasing decisions, jointly and partially.