PENGARUH LOKASI, BRAND IMAGE, KUALITAS PELAYANAN, DAN PROMOSI ONLINE TERHADAP KEPUASAN MELALUI KEPUTUSAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA MATA LENSA STUDIO DI SITUBONDO

Agil Isfalana Rasulin (Universitas Abdurachman Saleh Situbondo)
Yudha Praja (Universitas Abdurachman Saleh Situbondo)
Ayu Dita Windra Ciptasari (Universitas Abdurachman Saleh Situbondo)

Jurnal Mahasiswa Entrepreneur
Vol 5 No 6 (2026): JUNI 2026

The creative services industry in Situbondo Regency has grown rapidly, particularly in the photography and videography studio sector, leading to increasingly intense competition among service providers. In response to this competitive environment, Mata Lensa Studio must continuously create superior value to attract and retain customers. Accordingly, this study aims to examine the effects of location, brand image, service quality, and online promotion on customer satisfaction through consumer decision as an intervening variable at Mata Lensa Studio, Situbondo. This study adopted a quantitative research approach. The study population comprised customers of Mata Lensa Studio. The sample size was determined using Ferdinand's sampling formula, resulting in a total of 130 respondents. Data analysis and hypothesis testing were conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the direct hypothesis testing using SmartPLS 3.0 indicate that location and online promotion have positive and statistically significant effects on consumer decision. In contrast, brand image has a negative but statistically insignificant effect on consumer decision, and service quality has a positive but statistically insignificant effect on consumer decision. Furthermore, location has a positive but statistically insignificant effect on customer satisfaction, while brand image has a positive and statistically significant effect on customer satisfaction. Service quality and online promotion each have positive but statistically insignificant effects on customer satisfaction. The results of the indirect hypothesis testing indicate that location has a positive but statistically insignificant indirect effect on customer satisfaction through consumer decision. Similarly, service quality and online promotion have positive but statistically insignificant indirect effects on customer satisfaction through consumer decision. In contrast, brand image has a negative but statistically insignificant indirect effect on customer satisfaction through consumer decision.