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All Journal Journal of Business Economics and Management
Rifki Ramadani
Universitas Putra Indonesia YPTK Padang
Economics, Econometrics & Finance

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Promosi, Diskon dan Brand Image terhadap Keputusan Pembelian melalui Kepuasan Pelanggan Rifki Ramadani
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

This study aims to examine the effects of promotion, discount-giving methods, and brand image on purchase decisions through customer satisfaction at AA Computer Bukittinggi. A quantitative descriptive approach was used with survey data collected through questionnaires from 96 respondents. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results show that promotion significantly affects customer satisfaction, while discount-giving methods and brand image do not. Promotion and discount-giving methods significantly affect purchase decisions, whereas brand image does not. Customer satisfaction significantly affects purchase decisions. The indirect-effect test shows that customer satisfaction mediates the relationship between promotion and purchase decisions, but does not mediate the effects of discount-giving methods or brand image on purchase decisions. The R-square values are 0.762 for customer satisfaction and 0.867 for purchase decisions. The findings indicate that effective promotion and customer satisfaction are important considerations in increasing purchase decisions at AA Computer Bukittinggi.
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