Exploring the Impact of Product Quality and Social Media Promotion on Purchase Decisions through Customer Satisfaction
DOI:
https://doi.org/10.55583/invest.v6i2.1547Keywords:
Product Quality, Social Media Promotion, Customer Satisfaction, Purchase DecisionAbstract
Understanding factors that influence consumer purchasing decisions is essential for improving customer satisfaction and business performance. This study investigates the effect of product quality and social media promotion on consumers’ purchasing decisions for Banana Stem Chopping Machines at Denita Welding and Lathe Workshop, with customer satisfaction as a mediating variable. A quantitative approach was used, collecting data via online questionnaires and direct field surveys from 64 respondents who had purchased the machines in the past five years. Data were analyzed using Partial Least Squares (PLS) within Structural Equation Modeling (SEM) via SmartPLS. The results show that product quality, social media promotion, and customer satisfaction significantly affect purchase decisions. In addition, product quality and social media promotion enhance customer satisfaction, which in turn drives purchasing behavior. The study highlights the importance of maintaining high product quality and implementing effective social media strategies to increase customer satisfaction and purchase decisions.
References
Adam Mulawarman, H., & Wulandari, R. (2025). The influence of lifestyle, product quality, and social media marketing promotion on purchase decisions at Lain Hati Coffee Café. International Journal of Management Science and Application, 4(1), 55–68. https://doi.org/10.58291/ijmsa.v4i1.360
Anhar, G., & Sari, V. N. (2025). Pengaruh brand image dan promosi sosial media terhadap keputusan pembelian melalui kepuasan konsumen sebagai variabel intervening: Studi kasus pada Balisijuk.id Payakumbuh. Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset, 3(2), 137–150. https://doi.org/10.61132/lokawati.v3i2.1634
Apriliyani, J., & Sarikusumaningtyas, W. (2024). Pengaruh promosi media sosial Instagram dan word of mouth terhadap keputusan pembelian konsumen memilih wedding organizer Wiwit Wedding. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital, 1(4), 20–39. https://doi.org/10.61132/jimakebidi.v1i4.341
Astana, I. G. M. O., & Ardini, K. L. (2024). Faktor-faktor yang mendukung keputusan pembelian pada toko sandal Panama Singaraja. Artha Satya Dharma, 17(1), 1–8. https://doi.org/10.55822/asd.v17i1.393
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model keputusan pembelian melalui kepuasan konsumen pada marketplace. Jurnal Manajemen Pendidikan dan Ilmu Sosial, 3(1), 211–224.
Fiana, E. O., & Hartati, R. (2023). Pengaruh kualitas produk, harga, dan lokasi terhadap keputusan pembelian (Studi pada rumah makan “Mie Gacoan” di Daerah Istimewa Yogyakarta). Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 3(2), 149. https://doi.org/10.35917/cb.v3i2.341
Hasibuan, M. Z., & Perangin-angin, N. J. P. (2022). Pengaruh promosi media sosial dan pelayanan pesan antar terhadap tingkat kepuasan konsumen (Studi kasus pada Indomaret Tanjung Morawa). Jurnal Mutiara Manajemen, 7(2), 66–72. https://doi.org/10.51544/jmm.v7i2.3564
Jannah, S. A., & Hayuningtias, K. A. (2024). Pengaruh kualitas produk dan persepsi harga terhadap kepuasan pelanggan serta dampaknya pada loyalitas pelanggan. Jesya, 7(1), 489–500. https://doi.org/10.36778/jesya.v7i1.1421
Loliwu, A. Y., & Marota, J. (2021). Pemanfaatan limbah batang pisang sebagai pakan alternatif pada penggemukan ternak sapi. Mosintuwu: Jurnal Pengabdian Kepada Masyarakat, 1(1), 19–23.
Lukiyana, L., & Ramafita, D. (2024). Kepuasan konsumen memoderasi pengaruh e-service quality dan promosi terhadap keputusan pembelian pada aplikasi Zenius di Indonesia. Ekonomis: Journal of Economics and Business, 8(1), 206. https://doi.org/10.33087/ekonomis.v8i1.1302
Maulana, A. E., Lewangka, O., & Mappatompo, A. (2023). Pengaruh promosi media sosial dan kualitas pelayanan terhadap kepuasan konsumen dan loyalitas konsumen pada UMKM Ayam Kampung Prozen Food Dapoer Umma di Kota Makassar. Jurnal Mirai Management, 8(1), 298–310.
Milleni, Z. T., BramaKumbara, V., & Pratiwi, N. (2023). Pengaruh kualitas produk dan kualitas pelayanan terhadap keputusan pembelian ulang melalui kepuasan pelanggan sebagai variabel intervening. Jurnal Pustaka Aktiva (Pusat Akses Kajian Akuntansi, Manajemen, Investasi, dan Valuta), 3(2), 60–66. https://doi.org/10.55382/jurnalpustakaaktiva.v3i2.399
Nugroho, A., & Soliha, E. (2024). Keputusan pembelian konsumen pada produk kecantikan: Peran kualitas produk, citra merek, persepsi harga dan celebrity endorsement. Jesya, 7(1), 226–242. https://doi.org/10.36778/jesya.v7i1.1348
Rachman, S. A., Rahman, M. F., & Sakitri, W. (2025). Mediating role of brand awareness: The influence of social media marketing and product quality on purchasing decisions. Acman: Accounting and Management Journal, 4(2), 79–92. https://doi.org/10.55208/aj.v4i2.141
Ramadhani, R. (2024). Strategi pengembangan daya tarik wisata Pantai Ujung Batu di Kabupaten Barru dalam meningkatkan kunjungan wisatawan (Analisis pariwisata syariah). Skripsi, Program Studi Pariwisata Syariah, Fakultas Ekonomi dan Bisnis Islam, Institut Agama Islam Negeri Parepare, 15(1), 37–48.
Ramadhani, S., Nasution, N. L., & Zebua, Y. (2024). The influence of service quality, product quality, price, and customer satisfaction on consumer purchasing decisions at Master Cash & Credit Kotapinang. Management Studies and Entrepreneurship Journal, 5(2), 4850–4864.
Ryanto, B. T. A. S., & Tampubolon, L. H. (2024). Pengaruh promosi sosial media terhadap keputusan pembelian e-commerce Lazada pada pengguna sosial media di wilayah DKI Jakarta. Jurnal Transaksi, 16(1), 53–66.
Wahyuningtyas, A., & Prabowo, B. (2024). Peran harga, promosi, kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen FreshCare di Surabaya. Journal of Economic, Management, Accounting and Technology, 7(2), 263–276. https://doi.org/10.32500/jematech.v7i2.5981
Wikantari, M. A. (2022). The effect of social media marketing on purchase decisions moderated by product quality. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(2), 672–686. https://doi.org/10.31538/iijse.v5i2.2149
Yulistria, R., Rosento, R., Handayani, E. P., Susilowati, I. H., & Aulia, S. (2023). Pengaruh kualitas produk terhadap kepuasan pelanggan pada PT Mitra Bangun Perwira. Jurnal Swabumi, 11(1), 13–22.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ni Luh Nurkariani, Dewa Ayu Seri Naraswari, Mazzlida Mat Deli
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
