PT. Asia Sakti Wahid Foods Manufacture, founded in 1978 in Medan, North Sumatra, specializes in biscuits, wafers, and chocolate under the Hatari brand. However, consumer purchases have declined due to intense competition and lack of brand awareness. The company struggles with product differentiation and rarely engages in effective promotions or discounts, making it difficult to attract and retain customers. The research population that will be used in this research is all customers who purchased Hatari product in Medan which is unknown. Because of the unknown population, Lemeshow formula are being used to determine the number of samples in the research which is 96 sample. The sampling method that will be used is non-probability sampling which is the accidental/convenience sampling method where the sample will be the respondents who are met by chance or accidentally met as first respondent. Data is measured by validity and reliability test. The data is analyzed using SPSS 26.00, the research model is being tested using normality, heteroscedasticity, multicollinearity, and linearity test. The data also tested with linear regression, multiple linear regression, and coefficient of determination test, then hypothesis test are done with F-Test and t-Test. The study has indicated that Brand Awareness variable has a positive and significant effect on customer Purchase Decision at PT. Asia Sakti Wahid Foods Manufacture. Product Innovation variable has a positive and significant effect on customer Purchase Decision at PT. Asia Sakti Wahid Foods Manufacture. Promotion variable has a positive and significant effect on customer Purchase Decision at PT. Asia Sakti Wahid Foods Manufacture. Brand Awareness, Product Innovation, and Promotion has a significant effect on customer Purchase Decision at PT. Asia Sakti Wahid Foods Manufacture. / PT. Asia Sakti Wahid Foods Manufacture, yang didirikan pada tahun 1978 di Medan, Sumatera Utara, mengkhususkan diri dalam biskuit, wafer, dan cokelat di bawah merek Hatari. Namun, pembelian konsumen mengalami penurunan karena persaingan yang ketat dan kurangnya kesadaran merek. Perusahaan ini mengalami kesulitan dalam membedakan produk dan jarang melakukan promosi atau diskon yang efektif, sehingga sulit untuk menarik dan mempertahankan pelanggan. Populasi penelitian yang akan digunakan dalam penelitian ini adalah semua pelanggan yang membeli produk Hatari di Medan yang tidak diketahui. Karena populasi yang tidak diketahui, rumus Lemeshow digunakan untuk menentukan jumlah sampel dalam penelitian, yaitu 96 sampel. Metode pengambilan sampel yang akan digunakan adalah non-probability sampling, yaitu metode accidental sampling, di mana sampel akan diambil dari responden yang ditemui secara kebetulan atau secara acak sebagai responden pertama. Data diukur dengan uji validitas dan reliabilitas. Data dianalisis menggunakan SPSS 26.00, dan model penelitian diuji dengan uji normalitas, heteroskedastisitas, multikolinieritas, dan uji linearitas. Data juga diuji dengan regresi linear, regresi linier berganda, dan uji koefisien determinasi, kemudian pengujian hipotesis dilakukan dengan Uji F dan Uji t. Studi ini menunjukkan bahwa variabel Kesadaran Merek memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian pelanggan di PT. Asia Sakti Wahid Foods Manufacture. Variabel Inovasi Produk memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian pelanggan di PT. Asia Sakti Wahid Foods Manufacture. Variabel Promosi memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian pelanggan di PT. Asia Sakti Wahid Foods Manufacture. Kesadaran Merek, Inovasi Produk, dan Promosi memiliki pengaruh signifikan terhadap Keputusan Pembelian pelanggan di PT. Asia Sakti Wahid Foods Manufacture.