Year: 2024
Type: article
Study design: Observational Study
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.
Authors: Chalilia Yuri Putri, Lutfi Lutfi, Hayati Nufus
Institution: Sultan Ageng Tirtayasa University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404423761