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All Journal Jurnal Ilmiah Manajemen Dan Kewirausahaan
Novanka Yanusa
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Economics, Econometrics & Finance

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Analisis Iklan Media Sosial dan Kualitas Produk terhadap Keputusan Pembelian dengan Kepuasan Pelanggan sebagai Variabel Intervening pada UMKM Sambal K’diyah Kabupaten Brebes Novanka Yanusa; Andi Yulianto; Syariefful Ikhwan; Akbar NP Darma Wahana; Roby Setiadi
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 4 No. 3 (2025): September: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v4i3.4957

Abstract

This study analyzes the influence of social media advertising and product quality on purchase decisions, with customer satisfaction as a mediating variable at UMKM Sambal K’diyah in Brebes Regency. A quantitative method with SEM-PLS analysis was employed using a sample of 155 respondents. The results show that social media advertising and product quality have a significant positive effect on customer satisfaction (β = 0.630 and β = 0.373). Product quality also significantly influences purchase decisions (β = 0.664), as does customer satisfaction (β = 0.204). Furthermore, customer satisfaction mediates the relationship between both independent variables and purchase decisions. The R² values of 0.570 for customer satisfaction and 0.705 for purchase decisions indicate a strong predictive model. This study highlights the importance of digital promotion and product quality in increasing customer satisfaction and purchase decision-making.
Co-Authors Akbar NP Darma Wahana Andi Yulianto Ikhwan, Syariefful Roby Setiadi