This study aims to examine and analyze the effect of variable quality of product, price, promotion, and location on purchase decision product nitchi at PT Jaya Swarasa Agung in Central Jakarta both partially or simultaneously. This statistic parametic study adopted method that use a multiple linear regression in which the data processed by SPSS program. Sample size was 115 buyers product nitchi in Supermarket Rezeki as respondents. The instruments used in the form of a structured questionnaire with Likert scale was used to collect data which consisted of 23 questions arranged based on indicator and dimensions derived from each variable. The result showed that quality of product, price, promotion, and location in influencing the purchasing decision, either partially nor simultaneously.