Chicken is a potential food ingredient that can be made into several preparations to be a daily consumed as a side dish. This condition can be utilized by Sabana Fried Chicken as a chicken entrepreneurs to develop their business in making processed chicken products. This research aims to identify marketing mix factors consumers consider in purchasing sabana fried chicken products and identify the dominant variables that consumers consider in purchasing sabana fried chicken products in Bekasi City. The method used in this research is descriptive and analytical. The location taking method was carried out purposively and sampling using the purposive sampling method with 100 consumers as respondents. Data collection techniques by observation using a questionnaire. The data analysis method used in this research is using multivariate analysis by conducting a factor analysis of twenty one indicstors. The result of this research showed there were five new factors considered by consumers in purchase of sabana fried chicken products in Bekasi City, which are place and process factors, price and service factors, promotion factors, product factors, and physical evidence factors. While the dominant indicstors is considered by consumers by looking at the highest loading factor value in each factor, including idicators of oulet cleanliness, the price competitiveness, the interesting ads, the product quality, and the product arrangement.Keywords: consumer behavior, factor analysis, purchasing decisions, marketing mix, Sabana fried chicken products.