You need to make your regular expression lazy/non-greedy, because by default, "(.*)" will match all of "file path/level1/level2" xxx some="xxx".
Instead you can make your dot-star non-greedy, which will make it match as few characters as possible:
/location="(.*?)"/
Adding a ? on a quantifier (?, * or +) makes it non-greedy.
Note: this is only available in regex engines which implement the Perl 5 extensions (Java, Ruby, Python, etc) but not in “traditional” regex engines (including Awk, sed, grep without -P, etc.).