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This study aims to analyze the influence of advertising and brand image on Samsung brand purchasing decisions. The population in this study were 137 students of the Faculty of Economics, University of Krisnadwipayana who used Samsung smartphones consisting of 84 students majoring in management and 53 students majoring in accounting. The sampling technique in this study used a non-probability sampling technique, which used purposive sampling technique, which was an economics faculty student whodoi:10.35137/jmbk.v6i3.222 fatcat:qavandpvqzbuvl7zzd3aowo4lm