Fast food consumption spread out rapidly as the basic needs. Several studies have been devoted to understand the factors that encourage or discourage the adoption of acceptance of fast food but little research exits on fast food and health consciousness in purchase decision. The purpose of this case study is to explore and study the determinants impacting Indonesian university students’ fast food choice. The objective set for this research was conduct with the following objectives respectively getting an insight of fast food market in Indonesian and explore the attributes that Indonesian students in perceive to be important in the selection of fast food restaurants and the study results provide a better understanding about the industry and consumer food choice variables The model and the design of the questionnaire content in this study was based on the measures of previous related research that has been developed and used in the present study has been shown to be a valid instrument for the measurement with three main factors (Health Consciousness, Food Safety and Price) toward with Purchase Decision. Moreover, we found significant positive relationship between the purchase decision and food safety, subsequently price and health conciousness with similar positive relationships. Hence we can say that managers have to keep these factors in mind to perform better.