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All Journal Indonesian Journal of Innovation Multidisipliner Research
Putri, Chalilia Yuri
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Increasing Purchase Decision Through Brand Image Putri, Chalilia Yuri; Lutfi, Lutfi; Nufus, Hayati
Indonesian Journal of Innovation Multidisipliner Research Vol. 2 No. 4 (2024): December
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijim.v2i4.222

Abstract

This study aims to determine the role of brand image in mediating purchase decision factors in Telkomsel prepaid consumers in the Tangerang city. The research method used is quantitative with a descriptive approach. This study collected data based on questionnaires, and literature studies. The population in this study is the people of Tangerang city aged 17-64 years and a sample of 152 respondents was taken with accidental sampling and purposive sampling. The data analysis method used is structural equation modeling (SEM) with the SmartPLS 4 statistical analysis tool. The results of this study show that Social Media Marketing has a significant effect on Purchase Decision. Social Media Marketing has a significant effect on Brand Image. Brand Image has a significant effect on Purchase decisions. Product Quality has no effect on the Purchase Decision. Product Quality moderates the negative direction of the relationship between Social Media Marketing and Purchase Decision. Brand Image mediates the relationship between Social Media Marketing and Purchase Decision.
Co-Authors Hayati Nufus, Hayati Jayawarsa, A.A. Ketut