This research was conducted to determine the effect of store atmosphere, product quality, and brand equity on purchasing decisions. The population of this study is consumers who make purchasing decisions at the Moro Purwokerto Food Court and the sample of this study were 100 respondents using purposive sampling techniques. Analysis of the data used in this study is the validity test, reliability test, classic assumption test, multiple linear analysis, coefficient of determination, and hypothesis testing. Data instrument test results indicate validity and reliability have met the criteria. The results of the study using (F test) showed that the store atmosphere, product quality, and brand equity simultaneously had a significant positive effect on purchase results, with variability of 47.5%, while the results of the study using (t test) showed that the atmosphere of the store, product quality, and brand ownership are mostly positive towards purchasing decisions.