The research is to examine and analyze the effect of packaging design, brand image and price perception on purchasing decisions on Le Minerale in Semarang City. In this research used the independent variable is Design Packaging (X1), Brand Image (X2) and Price perception (X3) dan dependent variable is purchasing decision (Y). The methode used is using multiple linear regression analysis. The sample used in this study amounted to 96 respondents taken with the Non-Probability Sampling technique. The data obtained are primary data which are the results of respondents answers or questionnaires that have been distributed. The results of this study indicate that the variables of design packaging, brand image and price has positive and significant effect on purchase decision of Le Minerale in Semarang City.
Keyword : design packaging, brand image, price perception, purchasing decisions