The purport of this research to assign the effect of the marketing mix consisting of price, promotion, product, and place on consumer decisions in purchasing Nichoa products in Central Java. This study is causal comparative research. The study location was chosen by purposive method with reasoning that the average expenditure per capita of the population of Central Java in the food and beverage category increase during the last three years. The research was conducted from February to March 2022. The latent variables in this research are product, place, price, promotion, and purchasing decisions. The total sample is 120 respondents by purposive sampling technique. An analysis method used is SEM-Partial Least Square (PLS). The output represent that there is a positive impact on purchasing decisions and significant effect on the product, place , and price variables on consumer decisions in purchasing Nichoa products. However, there is an insignificant impact on the promotion variable but has a positive value on consumer decisions in purchasing Nichoa products. This point that it is necessary for Nichoa to pay attention to the marketing mix carried out, both in terms of product, price, promotion, and place aspects, in order to be able to answer consumer needs so that it can influence consumers to buy Nichoa products more than once.