This research aims to determine the effect of price on purchasing decisions at Coffee shop at Lippo Karawaci, Tangerang Banten Indonesia. The influence of the Price, Promotion, quality of service that provided by Coffee shop on buyers purchasing decisions. The research consumes time around four months from July 2020 until the end of December 2020. Data collection was carried out by distributing questionnaires to Maxx Coffee customers who are experiences to use services and to buy the product of that Coffee Shop. Determination and data processing was carried out using SPSS application with quantitative analysis. The total sample size for this study is 200 respondents. The conclusion of this study is that price has no effect on purchase decisions, service quality has a positive effect on purchasing decisions, and promotions have a positive effect on purchasing decisions. Anyway there are several recommendation to management for sustain and growth that derived from findings and discussions of the study from field and sounds from respective respondents.