PT. Arindo Jaya Mandiri Semarang is one of the companies engaged in sea freight forwarding services (EMKL). Based on customer data, exports and imports, starting from July to October 2022, experienced a drastic decline reaching 68.1% for exports, while imports reached 78.4%. PT. Arindo Jaya Mandiri Semarang is one of the companies engaged in sea freight forwarding services (EMKL). Based on customer data, exports and imports, starting from July to October 2022, experienced a drastic decline reaching 68.1% for exports, while imports reached 78.4%. The results of this study indicate that partially service quality has a positive significance to the purchasing decision variable. Perceived price partially has a positive significance to the purchasing decision variable. Brand image partially has a positive significance to the purchasing decision variable. Service quality, price perception and brand image simultaneously have a significant influence on purchasing decision variables.