You have multiple syntax errors in your code, see comments in below code:
Code:
<?php $googleplay = get_option('director_googleplay'); ?>
<?php if( $googleplay ) : ?>
// use echo not print
<a href="https://wordpress.stackexchange.com/questions/133771/<?php echo $googleplay; ?>">
// rework your src/IMAGES statement
// is this a constant/variable?
<img src="<?php echo IMAGES; ?>/googleplay.png" class=" img-responsive top-buffer-5" alt="Image"/>
// you haven't closed your <a> tag
</a>
// remove double semicolon
<?php endif; ?>
For future reference, make use of Debugging in WordPress to analyze/check your code.
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