Abstract
This study aims to determine the effect of brand image, product innovation, and word of mouth on purchasing decisions of Tekiro in Surabaya. This study uses a quantitative method, namely by using 98 people as a research sample. The respondents were taken using a non-probability sampling method with a purposive sampling technique. The data collection method was carried out through the distribution of conventional questionnaires and was measured using a Likert scale. The analysis used is Partial Least Square (PLS). The results of this study indicate that brand image and word of mouth variables have a significant influence on purchasing decisions, but product innovation variables do not significantly influence purchasing decisions for Tekiro in Surabaya.
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