Abstract
This study aims to analyze the effect of Brand Awareness on Brand Image and Purchase Decisions of Club brand bottled drinking water in Mataram City. The type of research used is quantitative research with associative causality method. The population in this study are consumers of Club brand bottled drinking water who live in Mataram City. The research sample was 100 respondents selected using purposive sampling technique with the criteria of having purchased Club brand bottled drinking water products. Data analysis was carried out using SmartPLS software version 4.1.1.5. The results showed that Brand Awareness was proven to have a positive and significant effect on Purchasing Decisions both directly and through Brand Image.