<![CDATA[Competition in Indonesia’s sanitary pad industry is becoming increasingly intense, requiring companies to understand the factors influencing consumers’ purchase decisions. This study aims to analyze the effects of brand image, product quality, and price on purchase decisions through purchase intention as a mediating variable for Softex sanitary pads. The study employed a quantitative approach using a survey method. The study population consisted of female students at the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, who had previously used or purchased Softex sanitary pads. Purposive sampling was used to select 200 respondents. Primary data were collected through questionnaires and analyzed using structural equation modeling–partial least squares (SEM-PLS) with SmartPLS 4 software. The results show that brand image has a positive and significant effect on purchase intention, whereas product quality and price have no significant effect on purchase intention. Furthermore, purchase intention has a positive and significant effect on purchase decisions. Mediation analysis shows that purchase intention mediates the effect of brand image on purchase decisions, but does not mediate the effects of product quality or price on purchase decisions. These findings emphasize that strengthening brand image is a more effective strategy for increasing purchase intention and purchase decisions for Softex sanitary pads than relying solely on product quality or pricing strategies.]]>
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