- This study aims to determine the effect of Product Quality, Service Quality, Price and Location on Purchasing Decisions at Taliwang Restaurant 1. This restaurant is located on AA Gede Ngurah Street No.26, Cakranegara, Mataram City. The population in this study were customers of the Taliwang Restaurant 1 and samples were taken of 50 respondents using accidental sampling technique. The analysis carried out in this research is multiple linear regression analysis, while the testing stages are validity test, reliability test, multiple regression analysis, hypothesis testing through F test and t test, with product moment correlation coefficient. From the regression analysis, the equation is obtained Y = 1.099 + 0.363X1 + 0.305X2 + 0.069X3 + 0.123X4. Hypothesis testing using the F test shows that the four independent variables studied are proven to simultaneously influence purchasing decisions, where the value of F count> F table (8.624> 2.58).