This research aims to analyze the influence of brand equity, product quality and brand awareness on purchasing decisions for packaged fragrant shoot tea products in Purwokerto. The sampling technique used a purposive sampling method with a total of 123 respondents taken using data collection techniques through questionnaires. The results of the research show that the variables of brand equity and product quality have a significant positive effect on the decision to purchase packaged fragrant shoot tea products. Meanwhile, the brand awareness variable does not have a significant positive effect on the decision to purchase packaged fragrant shoot tea.