The purpose of this study was to analyze the variables of product quality, service quality, and brand equity on purchasing decisions of Bonita Cake & Bakery consumers. The sample in this study are consumers who have made more than one purchase at Bonita Cake & Bakery. Sampling in this study used an accidental sampling approach. Based on the criteria, the number of samples obtained is 130 respondents. The results of the study explain that the variables of product quality, service quality, and brand equity simultaneously have a significant effect on purchasing decisions. product quality partially positive and significant effect on the decision to visit. Service quality partially has a positive and significant effect on visiting decisions. Brand equity partially positive and significant effect on the decision to visit.