The level of price and packaging design is part of a competitive strategy to improve product competitiveness. The purpose of this study was to determine whether the level of price and packaging design in milk Ultra affect consumers in making purchasing decisions. The method used in this research is quantitative descriptive with 100 student respondents in STIE KESATUAN Bogor. This study uses analysis tools SPSS 21 software.
Results of this study (1) the level of prices has a significant and positive influence on purchasing decisions on Ultra milk, (2) the design of the packaging has a significant and positive influence on purchasing decisions, the price level and the packaging design has a significant and positive influence on purchasing decisions ,
From the research results can be seen from the results of correlation between variables influence the price level on the decision to have a correlation value of 0.738% and influence the design of the packaging on purchasing decisions have a correlation value of 0.854%. And pergaruh price level design and packaging on purchasing decisions by 0.793%. Thus from the above results the packaging design more positive and significant impact on purchasing decisions with a value of 0.854% correlation.