The Influence of Brand Image, Product Quality, and Social Media Promotion on Customer Satisfaction through Purchase Decisions at Viera Cake House in Pekanbaru City

Authors

  • Bagas Marcellino Rihandhika Universitas Riau
  • Jushermi Universitas Riau
  • Henni Noviasari Universitas Riau

DOI:

https://doi.org/10.58812/wsbm.v2i03.1160

Keywords:

Brand Image, Product Quality, Social Media Promotion, Customer Satisfaction, Purchasing Decisions

Abstract

One of the cake shops in Pekanbaru is Viera Cake House. There is a phenomenon related to the decline in the level of customer satisfaction at Viera Cake House. Low customer satisfaction will have an impact on decreasing purchasing decisions at Viera Cake House. This research aims to see the influence of brand image, product quality, and social media promotion on customer satisfaction through purchasing decisions at Viera Cake House in Pekanbaru City. The number of samples taken in the research was determined using the Lameshow formula and a sample of 100 consumers was obtained. The data analysis method used is Structural Equation Model (SEM) using SmartPLS software. The test results showed that brand image, product quality and social media promotion had a positive and significant effect on purchasing decisions. Purchasing decisions have a positive and significant effect on customer satisfaction. Product quality and social media promotion have a positive and significant effect on customer satisfaction through purchasing decisions. Brand image does not have a significant effect on customer satisfaction through purchasing decisions.

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Published

2024-09-30

How to Cite

Rihandhika, B. M., Jushermi, J., & Noviasari, H. (2024). The Influence of Brand Image, Product Quality, and Social Media Promotion on Customer Satisfaction through Purchase Decisions at Viera Cake House in Pekanbaru City. West Science Business and Management, 2(03), 845–857. https://doi.org/10.58812/wsbm.v2i03.1160

Issue

Vol. 2 No. 03 (2024): West Science Business and Management

Section

Articles

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Copyright (c) 2024 Bagas Marcellino Rihandhika, Jushermi, Henni Noviasari

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