摘要：Keyword: knowledge, income, price, quality, distribution, promotin, purchasing decisions ABSTRACT The purpose of this study is to analyze factors the influence consumer decision in purchase package drink water in Depok, based on the knowledge, desire, income, price, quality, distribution and promotion. To obtain the necessary primary data in this study used interview and Questionnaire, with 115 people as respondents. In the analysis phase to test the validity and reliability, correlation analysis, factor analysis, multiple regression analysis, determination coefficient analysis, F test (ANOVA) and t test (partial testing). The results showed that together the knowledge, income, price, quality, distribution and promotion affect consumer decision in purchasing packag drinking water. Among these factors the most dominant influence consumer decision in purchasing is a promotion with 32,1%
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