<![CDATA[This study aims to examine the effects of Brand Image, Product Quality, and Price Perception on Customer Satisfaction and their implications for Purchase Decision of The Body Shop products. A quantitative research approach was employed using a survey method targeting The Body Shop consumers in Jakarta. Data were collected through an online questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM).The results indicate that Brand Image, Product Quality, and Price Perception have positive and significant effects on Customer Satisfaction. Furthermore, Customer Satisfaction is proven to act as a significant mediating variable in the relationship between Brand Image, Product Quality, and Price Perception toward Purchase Decision. The structural model evaluation shows an R² value of 0.682 for Customer Satisfaction and 0.519 for Purchase Decision, indicating a moderate to near-substantial explanatory power. In addition, positive Q² values confirm that the model demonstrates good predictive relevance.Overall, the findings highlight that enhancing customer satisfaction through consistent product quality, strong brand image, and fair price perception plays a crucial role in shaping consumers’ purchase decisions. This study provides practical insights for companies in formulating marketing strategies focused on customer satisfaction and sustainable purchasing behavior.]]>
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