The purpose of this study was to determine the effect of brand
ambassadors, product quality, and price perceptions on purchasing decisions for
Lemonilo instant noodle products. The sample selection in this study was carried
out by purposive sampling. Based on the criteria, 95 respondents were obtained as
a sample. The data analysis techniques used in this study are instrument test,
descriptive statistics, classical assumption test, multiple regression analysis, and
hypothesis testing. The results of the analysis show that simultaneously brand
ambassadors, product quality, and price perceptions have an effect on purchasing
decisions. Meanwhile, partially brand ambassadors have an effect on purchasing
decisions, product quality partially affects purchasing decisions, then price
perceptions partially affect purchasing decisions.