The study aimed to determine the analysis the effect of the indluence of price
perception, service quality, and product variation towards purchase decisions. The
sampling technique used in this study was the purposive sampling that generated 110
responden. The data analysis techniques used in this study were instrument test,
descriptive statistic, clasicals assumption test, multiple regresion analysis, and
hypotesis testing. Based on the simultaneous test, the result showed that price
percepcition, service quality, and product variation have an effect towards purchase
decisions. While based on the however partial, pricce percepcion, service quality, and
product variation have a positive and significant effect towards purchase decisions.