Consumers’ behaviors in buying a product need to be identified by entrepreneurs in an effort to find the right strategy to increase consumers’ buying interest. Therefore, research is needed on the analysis of product innovation, product quality, promotion, and price on purchasing decisions that aim to find out the perceptions of respondents about product innovation, product quality, price, promotion, and purchasing decisions; the effect of product innovation, product quality, promotion, and prices partially on purchasing decisions. The study used 150 consumers of Lapis Bogor Sangkuriang in Bogor City as randomly selected respondents. The research instrument was a questionnaire with answers to closed-end statements and 1-5 Likert scale. Data were analyzed by SEM, Lisrel program. The results showed that respondents’ perceptions of innovation and product quality, price, promotion, and the level of purchasing decisions were high; product innovation and promotion did not affect purchasing decisions. While product quality and price affected purchasing decisions.