The rapid growth of the cafe industry encourages increased competition among businessmen, which encourages customers to be more selective when purchasing something. The author's interest in doing this thesis is because there are bad reviews about brand reputation and prices at Cafe Blue Diamond Pematang Siantar City on google, so the author decides to do this research with the purpose to determine the influence of brand reputation and price on purchasing decisions at Cafe Blue Diamond Pematang Siantar City. The sample selection was done using the purposive sampling technique with a total sample of 96 respondents Data obtained in this study were analyzed using linear regression analysis multiple with the SPSS 25 program. Based on the results of multiple linear regression analysis, the equation Y = 15.118+0.589