American Research Journal of Humanities and Social Sciences

 This study aims to determine if there is impact between the brand image of mineral water “Amidis” on purchasing decisions. The object of research conducted at the trading company by using accidental sampling method by distributing questionnaires to consumers and prospective buyers of mineral water. Then from the responses of the respondents, the data was processed by using SPSS 20.0. Brand image consists of three variables: the attributes, benefits and attitudes. Where the results of the research show that the attitude has the greater impact on purchasing decisions than the variable attributes and benefits. Overall, the impact of brand image on purchasing decisions only 7% means that the consumer purchasing decisions are more influenced by other variables than the brand image alone.