This research aims to determine and analyze the influence of product quality, service quality and word of mouth on purchasing decisions for consumers of Pak Muh grilled fish. Sampling used the purposive sampling method. The sample used was 110 consumers. The analysis technique used in this research uses the Statistical Package for the Social Sciences (SPSS). The results of this research show that product quality has a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions, word of mouth has a negative and significant effect on purchasing decisions. Based on the test results, the adjusted coefficient of determination R2 is 69,0%.