Pengaruh Voucher Diskon Tiktok, Social Media Marketing, dan Product Innovation terhadap Kepuasan Konsumen dengan Keputusan Pembelian Sebagai Variabel Intervening

Nurul Dina Areansyah (Universitas Pandanaran)
Leonardo Budi Hasiholan (Universitas Pandanaran)
Dyah Ika Kirana Jalantina (Universitas Pandanaran)

Jurnal Pemimpin Bisnis Inovatif
Vol. 4 No. 3 (2026): Juli : Jurnal Pemimpin Bisnis Inovatif

This study aims to analyze the influence of TikTok Discount Vouchers, Social Media Marketing, and Product Innovation on Consumer Satisfaction, with Purchase Decisions as an intervening variable among consumers at the Roti'O Supermarket Goori Ngaliyan Store in Semarang. The study used quantitative methods, collecting data through questionnaires from 100 respondents selected using a purposive sampling technique. Data analysis was conducted using multiple linear regression and the Sobel test to examine the mediating role of purchase decisions.The results show that TikTok Discount Vouchers, Social Media Marketing, and Product Innovation have a positive and significant influence on Purchase Decisions and Consumer Satisfaction. Purchase Decisions also have a positive and significant influence on consumer satisfaction. Furthermore, purchase decisions mediate the influence of TikTok Discount Vouchers, Social Media Marketing, and Product Innovation on Consumer Satisfaction. These findings demonstrate the importance of digital marketing strategies and Product Innovation in increasing Consumer Satisfaction through Purchase Decisions.