The purchase decision is a key element in the marketing process that determines a product's success in the market. This decision reflects the consumer's response to various marketing stimuli provided by the company. In the context of increasingly fierce business competition, understanding the factors that influence purchase decisions becomes crucial for companies in formulating effective marketing strategies. Three main factors often considered by consumers in making purchase decisions are price perception, brand image, and advertising. Price perception reflects the extent to which consumers judge the price as appropriate for the quality of the product offered. Brand image describes the perception and associations consumers have regarding the reputation and credibility of a brand in their minds. Meanwhile, advertising plays a role in building consumer awareness and interest in a product through the delivery of persuasive information. This study aims to analyze the influence of these three variables on purchase decisions at Mixue, a rapidly growing beverage brand in Indonesia, specifically at the outlet located in Renon, Denpasar City. The research was conducted using a quantitative approach with a questionnaire distributed to 97 respondents. The analysis results show that both simultaneously and partially, price perception, brand image, and advertising have a positive and significant influence on consumer purchase decisions at Mixue Renon - Denpasar.