Children in the product purchasing process are not only related to financial ability but also the decision making process. Parents? response serves as reinforcements to children?s future behaviour as consumer. The purpose of this study is to analyze the perceived influence of children in purchase decision seen from four types of parental communication and the differences of demographic characteristics (age and gender). Study was carried out in Surakarta City, Indonesia. Two measurement variables consist of parental communication patterns and the perceived influence of children in purchase decision, whereas four moderating variables consist of age and gender of parents, age and gender of children. Of the four typologies, the highest effect of the perceived influence of children in purchase decision is that from ?Pluralistic? parents while children of ?Protective? parents report the lowest perceived influence. Parental communication patterns have an influence on purchase decisions, while those which are moderated by demographic characteristics (age and gender) do not.