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