The purpose of this research was to find out the significat effect of product, price, promotion, store atmosphere, service, and location towards customer purchase
decision at Toko Aroma Yogyakarta. The population that becomes the object of this research is all customers of Toko Aroma Yogyakarta. The number of samples used
in this study were 100 respondents. The method of analysis used in this study is multiple regression analysis. The result of the study showed that product, store
atmosphere, and location have a significant and positive effect towards customer
purchase decision in Toko Aroma Yogyakarta. While price, promotion, and service
doesn’t have a significant effect towards customer purchase decision in Toko
Aroma Yogyakarta.