ABSTRACT:- The Consumer decision to purchase the company’s products will reflect the company’s ability to survive as long as possible in the existing business competition. Consumer decision to buy a company-produced product can be one of the dimensions of the company’s ability to win business competition. The purpose of this research is to know and analyze the Price, Product Quality, Promotion and Location have a significant effect on Consumer Decision Buying Product in PT Saudaratama Agra Perkasa, Medan either partially or simultaneously. The population in this research is all customers who have bought or used boots that are produced by PT. Saudaratama Agra Perkasa Medan. Many samples in this study were as many as 108 respondents. Data were collected using observation and questionnaire. The data were tested using validity and reliability tests, and the data had to meet the classical assumptions. Furthermore, data analysis was performed by using multiple regression analysis, t-test, F-test, and determination coefficient.The result of the research shows that there is an insignificant effect on the Consumer Decision on Buying Product at PT Saudaratama Agra Perkasa, Medan. There is a significant influence of Product Quality on Consumer Decision Buying Products at PT Saudaratama Agra Perkasa, Medan. There is a significant influence of the Promotion on Consumer Decisions Buying Products at PT Saudaratama Agra Perkasa Medan. There is a significant influence of the Location on Consumer Decisions Buying Products at PT Saudaratama Agra Perkasa Medan. There is a significant influence on Price, Product Quality, Promotion, Location to Consumer Decision Buying Product at PT Saudaratama Agra Perkasa Medan. Price Capability, Product Quality, Promotion and Location are able to explain Consumer Decisions Purchasing Products is 24.9% of the remaining 75.1% explained by other variables which are not included in this research model.

Keywords:- Price, Product Quality, Promotion and Location, Purchase decision