<![CDATA[Event success can be reflected in the number of visitors when an event is organized effectively and professionally. Visit decisions may be influenced by social media promotion and brand image. Social media promotion enables digital marketing, information exchange, relationship building, and community development, while brand image represents perceptions, beliefs, impressions, and associations formed toward a brand. This study aims to determine the effects of social media promotion and brand image on visit decisions at the Smartfren Run Medan 2026 Event organized by IndoPro Event Services. Data were collected through an online questionnaire from 91 respondents aged 17 years and above who had attended the event. The sample was determined using the Slovin formula. The research instrument was valid and reliable, and data were analyzed using descriptive analysis and multiple linear regression. The results showed that the data were normally distributed, with no multicollinearity or heteroscedasticity. Social media promotion and brand image had positive and significant effects, both partially and simultaneously, on visit decisions. Social media promotion obtained a significance value of 0.000, while brand image obtained 0.001. Social media promotion covering content creation, content distribution, relationship building, and community building, as well as brand image involving the organizer, product, and user images, contributed to increasing visit decisions. Simultaneously, the F-test produced a significance value of 0.000 (<0.05). These findings indicate that strengthening social media promotion and brand image can increase audience interest in attending events.]]>
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