Abstract
Purpose: The purpose of conducting this study was to test the effect of brand image, brand trust, and reference group on buying decision of sneakers. 
 Research methodology: This study took the primary data through questionnaires distribution. The analytical method used is multiple-linear regression.
 Results: The finding from hypothesis testing results is that brand image, brand trust, and reference group have positive effect on buying decision of sneaker shoes.
 Limitations: The testing involved only 3 factors, while generally, buying decision is often affected by some other factors for example, price, taste, and others. 
 Contribution: This study can be used to add insight and reference for the next study, especially in the marketing of sneakers.
 Keywords: Brand image, Brand trust, Reference group, Sneakers
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