<![CDATA[The purpose of this study was to determine the influence of brand image on purchasing decisions. The type of research used is quantitative research. The source of the data is a student of the Faculty of Economics and Business UNIRAYA, with a sample of 73 people. The data collection technique used was a questionnaire that was distributed to all respondents. The data analysis technique used is simple regression analysis. From the results of this study it can be seen that the value of t_(calculate) is 6.288 > t_(table) is 1.667 at a significant level of 0.000<0.05. And through the test coefficient of determination (R2) of 0.358 (35.8%), which means that 35.8% of the diversity of Purchase Decision variables can be explained by the Brang Image variable while the remaining 64.2% is influenced by other variables not mentioned in this study. The results of this study show that brand image variables have a positive and significant effect on purchasing decisions.]]>
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