<![CDATA[Purpose – This study aims to analyze the influence of service quality and promotion on consumer decisions through consumer satisfaction as an intervening variable at Astana Motor Pekanbaru. Methodology/approach – The study population consisted of 1,287 Astana Motor consumers in 2025. The sample size was 93 respondents, using purposive sampling. Data were collected using a questionnaire and analyzed using path analysis. Findings – First, service quality has been shown to have a positive and significant effect on customer satisfaction. Second, promotion has a positive and significant effect on customer satisfaction. Third, service quality has a positive and significant effect on purchasing decisions through customer satisfaction, proving that customer satisfaction can be an engaging variable. Fourth, promotion has been shown to have a positive and significant effect on purchasing decisions through customer satisfaction. Novelty/value – These results clarify the role of customer satisfaction as a key factor that further strengthens the relationship between service quality and promotion variables and purchasing decisions at Astana Motor Pekanbaru..]]>
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