Analisis Word of Mouth, Iklan Online, dan Brand Image terhadap Kepuasan Pelanggan melalui Keputusan Pembelian PT Levarian Aromaindo Pratama

This study examines the effects of Word of Mouth, Online Advertising, and Brand Image on Purchase Decision and Customer Satisfaction at PT Levarian Aromaindo Pratama, and the role of Purchase Decision as a link to Customer Satisfaction. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping. The findings show that Word of Mouth positively influences Purchase Decision (β = 0.129; p = 0.006), as does Online Advertising (β = 0.173; p = 0.003), while Brand Image demonstrates the strongest effect (β = 0.660; p < 0.001). These variables explain 61.7% of Purchase Decision. Word of Mouth and Online Advertising have no direct effect on Customer Satisfaction, whereas Brand Image has a significant negative effect (β = −0.187; p = 0.023). Purchase Decision positively influences Customer Satisfaction (β = 0.771; p < 0.001), with the model explaining 40.3% of its variance. The indirect effects of all three marketing factors through Purchase Decision are significant. These findings indicate that marketing communication and brand perceptions guide consumers toward purchase decisions that subsequently contribute to satisfaction. The study contributes to marketing research by integrating these factors within one empirical model linking pre-purchase influences with post-purchase evaluation