<![CDATA[This study examines the impact of customer satisfaction as a moderating variable in the relationship between brand image and purchase decisions for Eiger Adventure mountaineering equipment products. Customer satisfaction is defined as an emotional response that arises after consumers compare their expectations with the actual outcomes obtained. This research employed a purposive sampling method with 190 respondents. Data were collected using questionnaires based on the purchase decision instrument by Kotler and Armstrong (2008), brand image scale by Kotler and Keller (2012), and customer happiness scale by Parasuraman et al. (1988). The data were then analyzed using Moderated Regression Analysis (MRA) with the assistance of SPSS 26. The results indicate that brand image has a significant effect on purchase decisions, with a regression coefficient of 1.382 and a contribution of 73%. Furthermore, customer satisfaction significantly moderates this relationship (β = 0.528; p < 0.05), with a moderating contribution of 88%. These findings suggest that higher customer satisfaction strengthens the influence of brand image on purchase decisions, although 12% of the relationship is influenced by other variables. Therefore, companies should enhance their brand image while simultaneously improving customer satisfaction through product quality and service, as both factors jointly drive higher purchase decisions.]]>
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