This study aims to: Identify and explain the influence of product attributes with consumer preferences. Identify and explain product attributes influence on purchasing decisions. Identify and explain consumer preferences affect consumer decisions. The variable in this study is the product attributes as independent variables, consumer preferences as a variable between, and the purchase decision as the dependent variable. This research uses explanatory research with quantitative approachs. The population was Villagers Wonosari , District Capping , Kediri who bought Mobile Card SimPATI. Samples used were 100 respondents using purposive sampling. Data analysis method used is descriptive analysis and path analysis (path analysis). These results indicate that: The results of the test track indicates that the variable product attributes have a significant influence and positive impact on variable Consumer Preference. The results of the test track indicates that the variable product attributes have a significant influence and positive impact on the variable purchase decision. The. testresults showed that Consumer Preferences variable have significant and positive influence on the purchase decision variables.