1. ARIYANTO M - Institut Administrasi Dan Kesehatan Setih Setio Muara Bungo, Jambi, Indonesia.
2. NANIK ISTIANINGSIH - Institut Administrasi Dan Kesehatan Setih Setio Muara Bungo, Jambi, Indonesia.
3. SUSRIYANTI - Universitas Putra Indonesia YPTK Padang, Indonesia.
4. ABU BAKAR - Institut Administrasi Dan Kesehatan Setih Setio Muara Bungo, Jambi, Indonesia.
5. ASRA’I MAROS - Institut Administrasi Dan Kesehatan Setih Setio Muara Bungo, Jambi, Indonesia.
6. POIRAN - Institut Administrasi Dan Kesehatan Setih Setio Muara Bungo, Jambi, Indonesia.
The purpose of this study is to determine the influence of brand image and consumer attitudes. to direct and indirect batik purchase decisions mediated by buying interest in Bungo Batik consumers. The population in this study is batik consumers in Bungo. The number of samples used in this study was 116
people using the accidental sampling method with a non-probability sampling approach. Data collection method using questionnaires. Data analysis using regression analysis and path analysis. The results of this study show that brand image has a positive and significant effect directly on purchasing decisions, but consumer attitudes do not have a direct significant effect on purchasing decisions. Brand image and consumer attitudes have a positive and significant indirect influence on purchasing decisions through buying interest in Bungo batik consumers. The conclusion of this study is that it is proven that buying interest can mediate the influence of brand image and consumer attitudes towards purchasing decisions
Brand Image, Purchase Decisions, Purchase Interest