PT Balai Pustaka (Persero) was founded on September 22 1917, continuing the Commissie voor de Inlandsche School en Volkslectuur (People’s Reading Commission) that was founded earlier on September 14 1908. In their first year, Balai Pustaka had published 31 books in Malay language, 101 in Java with Latin and Arabic letters, 67 in Sundanese, 22 in Madurese, 4 in Bataknese, 1 in Acehnese, 1 in Bugis, and 1 in Makassarese. The themes began from health, agriculture, technical, art, and skills. This research aims to test and analyze brand image influence towards Balai Pustaka product buying decision. Author uses quantitative method and survey as the research design. Research data uses google questionnaire (Google Docs) to 170 respondents, with non-probability sampling technique. Analysis method of this research is Structural Equation Modelling (SEM). The result shows that brand image variable positively affects buying decision. Suggestion for next research is developing questionnaire to deepen and extend the identification of every dimension so that issue solving can be right on target, to examine other variable or factor that affects buying decision.

Keywords : Brand Image, Buying Decision.