Analyzing How Promotion and Brand Image Affect Consumer Purchase Decisions Through Purchase Intention : A Study on Indihome

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.