This research is purposed to analyse the influence if brand image towards the words of mouth and the purchase decision at Nimco Royal Store in Yogyakarta. This research uses 150 samples that applie nonprobability sampling method and convenience sampling technique. The researcher uses Structural Equation Modelling (SEM) by AMOS version 22.0 to analyse the research. Based on the analysis that has been done, it results that brand image has positive influence towards the word of mouth. Meanwhile, variable of word of mouth has positive influence towards the purchase decision significantly. The analysis result of the brand image variable also has the positive result toward the purchase decision significantly. In additon, the influence of brand image has positive influence towards the purchase decision through the word of mouth significantly.