Phenomena that occur at this time, such as E-WOM, service quality, cafe atmosphere, and price, have become the main topics in the marketing world because they can significantly contribute to sales to improve purchasing decisions. This research was conducted in Lima Sebelas Coffee And Eatery of Malang to analyze the effect of E-WOM, service quality, cafe atmosphere, and price on purchasing decisions partially or simultaneously; the variables used were E-WOM, service quality, cafe atmosphere, and price as independent variables while purchasing decisions as the dependent variable. The sample used was visitors to Lima Sebelas Coffee And Eatery of Malang, with 95 respondents using a survey method. The method used is a questionnaire. The analytical tools used are the test instrument, normality test, classic assumption test, multiple linear regression test, hypothesis test, and coefficient of determination test with the help of SPSS 25.0 software. The results showed that E-WOM (X1), service quality (X2), cafe atmosphere (X3), and price (X4) had a joint (simultaneous) effect on Purchasing Decisions (Y) in Lima Sebelas Coffee And Eatery of Malang.