This study aims to analyze the effect of variables on price perception, promotion, product uniqueness and distribution on purchasing decisions. And to analyze the influence of price perception variables, promotions, product uniqueness and simultaneous distribution of purchasing decisions. The subject of this study was the Study on consumers of Coklat Monggo in Yogyakarta who had bought Coklat Monggo for a period of at least the last 2 months, aged 17 years and above and residing in Yogyakarta. The sample in this study amounted to 145 respondents determined by purposive sampling technique. The analytical tool used is multiple linear regression analysis with the help of SPSS 21.0 software for Windows. The results of this study indicate that the perception of price, promotion, product uniqueness and distribution simultaneously have a significant positive effect on purchasing decisions, price perception has a significant positive effect on purchasing decisions, promotion has a significant effect on purchasing decisions, product uniqueness has a significant positive effect on influential purchasing and distribution decisions significant positive for purchasing decisions.