Pengaruh Citra Merek dan Promosi Penjualan Terhadap Minat Beli dan Keputusan Pembelian Produk Smartfren (Studi Kasus Pada Mahasiswa STIE Satya Dharma Singaraja)

Abstract

This study aims to determine the effect of brand image and sales promotion on purchase intention and purchase decisions for smartfren products in STIE Satya Dharma Singaraja students. This study uses quantitative methods with primary data. The population and sample of this study were STIE Satya Dharma Singaraja students. Data analysis in this study used Structural Equation Modeling assisted by the SmartPLS application version 3. The results showed that brand image and sales promotion had a positive and significant effect on purchase intention, brand image, sales promotion, and purchase intention had a positive and significant effect on purchase decisions.