<![CDATA[ABSTRACT This study aims to determine the effect of Brand Image on Consumer Decisions in using Mandiri Utama Finance Sekayu Branch services. The research method used is quantitative with an associative approach. The sample consisted of 92 respondents selected by purposive sampling. Data analysis was performed using simple linear regression. The results show the regression equation Y = 13.006 + 0.683X1 + e. The t-test result shows t count 8.686 > t table 1.987 with Sig 0.000 < 0.05, indicating Brand Image has a positive and significant effect on Purchasing Decisions. The F-test shows F count 75.450 > F table 3.95, meaning the model is fit. The R Square value of 0.456 indicates that Brand Image explains 45.6% of the variation in Purchasing Decisions. The conclusion is that Brand Image has a positive and significant effect on Consumer Decisions. It is suggested that MUF Sekayu Branch should continue to improve its brand image to optimize consumer purchasing decisions. Keywords : Brand Image, Purchasing Decision, Mandiri Utama Finance]]>
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