The study aimed to analyze the variable of location, service quality, word of mouth communication, and product quality on purchasing decisions of Mixue Ice Cream & Tea UMP Purwokerto. The sample in this study is the people of Purwokerto who buy Mixue Ice Cream & Tea products. Sampling in this study using incidental sampling method. The number of sample is 125 respondents. The data analysis methods used instrument test, descriptive statistics, classical assumption test, multiple regression analysis and hypothesis testing. The results showed that the location variable has a positive but not significant effect on purchasing decisions. Service Quality, Word Of Mouth Communication, Product Quality have a positive and significant effect on purchasing decisions.