The purpose of this study was to determine customer value, price perception, and service quality on consumer purchasing decisions at Warung Nasi Grombyang Haji Warso, Pemalang Regency. This type of research is a quantitative research. The sampling technique in this study used purposive sampling by considering certain criteria. The sample used in this study was 110 respondents. Data analysis used IBM SPSS 20 with analysis regression linier, research instrument test, classical assumption test, coefficient of determination. The hypothesis testing tool used is the F test and t test. Based on the results of the F test, it is found that customer value, price perception, and service quality have a simultaneous effect on consumer purchasing decisions at Warung Nasi Grombyang Haji Warso, Pemalang Regency. Based on the results of the t test, it is found that customer value, price perception, and service quality have a significant effect on purchasing decisions. The magnitude of the influence of customer value, price perception, and service quality on purchasing decisions is 42.4%.