The shoe business is competitive so it is necessary to analyze the factors that
influence purchasing decisions. This study aims to analyze the effect of brand image,
price, product quality, and word of mouth on purchasing decisions. This study took
the population of Cilacap Regency people who use Specs brand futsal shoes and used
quantitative methods, the sampling technique was purposive sampling, the sample
size was 110 respondents. The data analysis techniques used in this study are
descriptive statistical tests, classical assumption tests, multiple linear regression
tests, model fit tests, and hypothesis testing with the analytical tool used is SPSS. The
results of the analysis show that brand image, price and word of mouth have a
positive and significant effect on purchasing decisions. Meanwhile, product quality
has no effect on purchasing decisions.