This study analyze the influence of taste, packaging, and brand equity on buying decision of
Indomie instant noodles. The sample in this study amounted to 104 people as respondents were
students who were selected based on the Incidental Sampling Technique. The data analysis
method used in this research are Instrument Test, Descriptive Statistics, Classical Assumption
Test, Multiple Regression Analysis, and Hypothesis Test. The results of this study indicated
that taste, packaging, and brand equity simultaneously influence buying decision. Taste and
packaging have a positive effect on purchasing decisions while brand equity has no effect on
purchasing decisions.