Marketing of marine ornamental fish in Makassar City, Indonesia, is currently still not popular among the public due to the stigma and image of marine ornamental fish having expensive prices and difficult maintenance. Therefore, it is necessary to understand the consumer behavior in making purchasing decisions. The purpose of this study was to determine and analyze the indirect factors of price perception, lifestyle and place on purchasing decisions for marine ornamental fish through interest in buying marine ornamental fish in Makassar City, South Sulawesi Province, Indonesia. This study used Partial Least Square 4.0 Structural Equation Modeling for statistical analysis. The findings of this study indicate that price perception variables, lifestyle and place have a positive and significant effect on purchasing decisions. Lifestyle and place variables have a significant effect on purchase intention but not the price perception variable. This is shown by the direct influence of lifestyle in increasing the perception of buying interest and creating purchasing decisions. Hence, it can be concluded that this research emphasizes buying interest as one of the factors in the purchasing decision process. As a result, creating an optimal purchase interest is an increase in purchasing decision considerations