This research aims to determine the influence of the independent variables location,
product quality, service quality, and brand image on the dependent variable on
purchasing decisions for Mixue Ice Cream & Tea consumers at the Kembaran
Purwokerto branch. The population in this research are consumers who have made
transactions or made purchases at Mixue Ice Cream and Tea Kembaran Purwokerto
branch, with a sample size of 110 respondents. The data collection techniques used in
this research were accidental sampling, multiple linear regression analysis, F test and
t test. The results of the analysis show that the location variable has no effect on
purchasing decisions, the product quality variable has a significant positive effect on
purchasing decisions, the service quality variable has a significant positive effect on
purchasing decisions and the brand image variable has a significant positive effect on
purchasing decisions.