Authors : Riand Iswancha; Dr. Djumarno

Volume/Issue : Volume 10 - 2025, Issue 9 - September

Google Scholar : https://tinyurl.com/msfyb5dw

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DOI : https://doi.org/10.38124/ijisrt/25sep1174

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Abstract : This research explores the influence of promotion and brand image on consumer purchase decisions, with purchase intention serving as a mediating factor. The study focuses on Indi home customers, involving a sample of 185 respondents selected through purposive sampling. The sample size was determined using the Heir formula, which multiplies the number of indicators by five. Data were collected using a structured questionnaire and analysed through the Partial Least Squares (PLS) method. The findings indicate that promotion significantly affects both purchase intention and purchase decisions. Similarly, brand image has a notable impact on purchase intention and purchase decisions. Furthermore, purchase intention plays a crucial role in shaping purchase decisions and serves as a mediating variable in the relationship between brand image and purchase decisions. These results highlight the importance of strategic promotional efforts and a strong brand image in influencing consumer behaviour, particularly in the context of Indi home’s services.

Keywords : Promotion, Brand Image, Purchase Intention, and Purchase Decision.

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