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The purpose of this study was to determine the effect of price discounts, brand image, and servicescape on consumer purchasing decisions at Suzuya Mall Bireuen. Data was collected through a survey using a questionnaire. The sample in this study were 96 respondents using accidental sampling technique. This study uses multiple linear regression analysis methods. The results showed that price discounts have a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, servicescape has a significant positive effect on purchasing decisions. The results of this study indicate that the marketing mix strategy implemented by the company greatly influences consumers in making purchasing decisions at Suzuya Mall Bireuen.

Price discount, Brand Image, Servicescape Environment, Purchasing Decisions