ABSTRACT

            Muhammad Jaelfi, D1A215419, 2019, The Influence of Brand Image and Word Of Mouth to Purchase Shoes Decision Futsal Brand Specs study on people North Banjarmasin. Under the guidance of Setio Utomo.

            This study aims to examine the influence of Brand Image and Word Of Mouth to Purchase Decision Futsal shoes Brand Specs study on people North Banjarmasin.

            The research approach used is a quantitative approach. The sample taken was 125 respondents with Accidental sampling techniques. Data collection uses questionnaires, while data analysis uses multiple linear regressions.

            The results of the research prove that Brand Image has a significant parsial effect on Purchasing Decisions with a large influence of 0.648 or 64.8% and Word Of Mouth partially significant effect on Purchasing Decisions with a influence of 0.230 or 23%. Brand Image and Word Of Mouth have a significant simultaneous effect on Purchasing Decisions (Y) with the influence of 0.730 or 73%.

Keywords: Brand Image, Word Of Mouth, Purchasing Decisions.