The purpose of this Final Project is to find out the influence of price perception and word of mouth to consumer purcashing decisions in Alfamart Tembalang, Semarang. The population and samples from this research were people who live in the coverage area of Alfamart Tembalang, Semarang, with a population of 171.993 people taken as sample of 100 people. The methods of data collection used in this research were observation, questionnaires, and literature study. The questionnaires use a semantic differensial with 10 point scale and the methods of collecting the sample used were cluster random sampling. The data analysis technique used was multiple linear regression. The results showed there was no significant influence between price perception and purchasing decisions with the value of beta = -0,023, t arithmetic = - 0,222 < t table = 1,980, but there was influence between word of mouth and purchasing decisions with the value of beta = 0,418, t arithmetic = 3,882 > t table = 1,980. Nevertheless, there is a significant influence between price perception and word of mouth to purchasing decisions with the value of F arithmetic = 7,942 > F table = 3,07.