This study aims to investigate the influence of price, service quality, and physical evidence on purchase decisions at the Alfamart retail stores in Lhokseumawe City. Data collection was conducted through a survey using questionnaires distributed to 106 randomly selected Alfamart customers. Data analysis was performed using multiple regression to examine the relationship between price, service quality, and physical evidence with purchase decisions. The results of this study are expected to provide a deeper understanding of the factors influencing purchase decisions in the local retail environment, as well as offer insights for Alfamart management in improving marketing strategies and service management to maintain and enhance customer satisfaction.