This research aims to analyze how purchase decision of rice purchases in Bandung is affected by price, packaging, and brand awareness. The Research is done using a quantitatitave method by spreading questionnaires to 270 respondents in order to achieve the data. The data was then processed with the Structural Equation Modeling (SEM) technique using the SmartPLS 4.0 software. The result of the research indicates that price, packaging, and brand awareness significantly impacts the consumer’s purchase decisions. The result also provides information on how to understands customer behavior by optimizing marketing techniques.