What type of study is this?

This is a Path analysis study (also classified as: Quantitative approach).

September 10, 2025Open Access

The Influence of Social Media Promotions, Product Quality and Purchasing Decisions on Customer Satisfaction: A Quantitative Approach to Amigo Photography Consumers

Key Points

Promotion through social media significantly improves customer satisfaction at Amigo Photography.
Product quality has a strong positive impact on customer satisfaction and is crucial for retaining consumers.
Purchase decisions positively influence customer satisfaction, suggesting a vital mediating role.
Path analysis using 86 respondents highlights the relationships among promotion, quality, and satisfaction.

Abstract

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.

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