Economic changes in Indonesia have resulted in an increase in the retail or retail business. This is marked by the number of modern retail businesses that have sprung up in almost every region. With the existing competition, especially competition from similar markets, business actors need to pay close attention to consumer behavior and the factors that influence their purchasing decisions. This study aims to analyze the effect of price, service quality and product completeness on consumer purchasing decisions at the Maju Margorejo Farm Business Store. The population in this study are consumers who shop at the Farmer's Business Store Maju. The sample used is 100 people. The data collection technique used a questionnaire/questionnaire with 18 statements. The data analysis technique in this study used multiple linear regression analysis, coefficient of determination (R2), t test and f test. The results of this study indicate that (1) price has a positive and significant effect on purchasing decisions at the Toko Usaha Tani Maju. (2) service quality has a positive and significant effect on decisions. purchases at the Farmer's Business Shop. (3) the completeness of the product has a positive and significant effect on purchasing decisions at the Maju Farmer Business Store.

Keywords: Price, Service Quality, Product Completeness, Purchase Decision