<![CDATA[Abstract: The bottled water industry (AMDK) in Indonesia has been rapidly growing, in line with the increasing demand for ready-to-consume water, particularly in educational environments. This study aims to analyze the impact of Brand Image, Brand Trust, and Customer Experience on the purchase decision of Le Minerale bottled water products in the canteen of Universitas Dinamika Bangsa Jambi. The method used is quantitative with a descriptive approach. The population of this study consists of consumers who purchase AMDK products at the canteen of Universitas Dinamika Bangsa Jambi, with a sample size of 96 respondents selected using purposive sampling and the Lemeshow formula. Data collection was conducted through questionnaires, and data analysis was performed using SPSS 25 for data quality tests, classical assumption tests, multiple linear regression, and hypothesis testing. The results show that Brand Image and Customer Experience significantly influence purchase decisions, while Brand Trust does not have a significant impact. Simultaneously, Brand Image, Brand Trust, and Customer Experience significantly affect purchase decisions.Abstraksi: Industri air minum dalam kemasan (AMDK) di Indonesia berkembang pesat, seiring dengan peningkatan kebutuhan akan air siap konsumsi, terutama di lingkungan pendidikan. Peneliltian ini bertujuan untuk menganalisis pengaruh Brand Image, Brand Trust, lan Customer Experience terhadap keputusan pembelian produk AMDK Le Minerale di kantln Universitas Dinamika Bangsa Jambi. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Populasi penelitian ini adalah konsumen yang membeli produk AMDK di kantin universitas Dinamika Bangsa Jambi, dengan sampel sebanyak 96 responden yang dipilih menggunakan teknik purposive sampling dengan rumus lemeshow. Pengumpulan data dilakukan melalui kuesioner, dan analisis data menggunakan SPSS 25 untuk uji kualitas data, uji asumsi klasik, regresi linier berganda, serta uji hipotesis. Hasil penelitian menunjukkan bahwa Brand Image dan Customer Experience berpengaruh signifikan terhadap keputusan pembelian, sementara Brand Trust tidak menunjukkan pengaruh yang signifikan. Secara simultan Brand Image, Brand Trust dan Customer Experience berpengaruh signifikan terhadap keputulsan pembelian.]]>
