This study was conducted with the aim of analyzing the effect of Promotion through social media and Product Quality on Customer Satisfaction, with Purchase Decisions as an intervening variable at Amigo Photography businesses. The sampling technique used in this study was probability sampling, with 86 respondents. Data analysis was carried out using the Path analysis method with SPSS version 3.0 software. The results showed several important findings, including: (1) Promotion through Social Media has a positive and significant effect on Consumer Satisfaction at Amigo Photography; (2) Product Quality also has a positive and significant effect on Consumer Satisfaction; (3) Purchase Decisions show a positive and significant effect on the level of Consumer Satisfaction; (4) Promotion through has a positive and significant effect on Purchase Decisions; (5) Product Quality has a positive and significant effect on Purchase Decisions; (6) Promotion through contributes indirectly to Consumer Satisfaction through Purchasing Decisions as a mediating variable; and (7) Product Quality also affects Consumer Satisfaction indirectly through Purchase Decisions as a mediating variable.
Mufida et al. (Thu,) studied this question.