The purpose of this study is to analyze the effect of price quality on location and product diversity on purchasing decisions. The population in this study were all consumers who shop at Aroma stores in the city of Purwokerto. The questionnaire is used as a data collection tool. The sampling method used was purposive sampling using 96 samples with several criteria that have been required and then tested the validity, reliability test, descriptive statistics, classical assumption test, and multiple linear regression analysis. The results of the regression analysis show that the price, service quality, location, and diversity of products simultaneously have a significant positive effect on purchasing decisions. Partial prices have a significant positive effect on purchasing decisions, Service Quality partially has a significant positive effect on purchasing decisions, Location partially has a significant positive effect on purchasing decisions, Product
Diversity partially has a significant positive effect on purchasing decisions.