<![CDATA[The mobile operator card industry is an integral part of the telecommunications sector that plays an important role in providing communication services to consumers at large. Mobile carrier cards provide necessary access to phones, text messaging, and mobile internet, facilitating vital connectivity for individuals and businesses around the world. This research aims to test previous research, namely analysis of the influence of perceived quality, advertising effectiveness, and social media presence on purchase intention through brand image as a mediating variable. This research uses PT Telekomunikasi Selular (Telkomsel), which is one of the companies in the cellular operator industry in Indonesia, as the focus of the research. Respondents for this study were obtained usingwith a convenience sampling technique, namely a sampling technique that uses respondents to redistribute existing questionnaires. The respondents collected in this research were 170 respondents. The collected data was analyzed using the Structural Equation Model (SEM) method based on Partial Least Square (PLS). The research results show that advertising effectiveness and social media presence do not directly influence purchase intention, but must go through brand image as a mediating variable. However, perceived quality has a positive influence on purchase intention and this influence becomes stronger when mediated by brand image.]]>
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