the porpose of this research was to analyzed the effects value awareness, social status, price and product quality towards purchase decisions. Based on the criteria, 107 respondents were chosen as the samples. Purposive sampling is used on this research as the sample selection. The analysis technique used in this study is multiple regression analysis. The results showed that partially value awareness has a positive and significant effect on purchasing decisions, social status has no effect on purchasing decisions, price has no effect on purchasing decisions and product quality has a positive and significant effect on purchasing decisions. Value awareness, social status, price and product quality simultaneously influences significant the purchasing decisions.