The Influence of Social Media Promotion Service Quality and Product Price on Consumer Purchase Decisions at Optik B. Riski Cianjur through Brand Image as a Mediating Variable

Abstract

This study aims to analyze the effects of service quality, social media promotion, and product price on consumer purchasing decisions at Optik B. Riski Cianjur through brand image as a mediating variable. The study employed a quantitative approach using purposive sampling involving 200 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS. The findings show that service quality and social media promotion have positive and significant effects on brand image, while product price has no significant effect on brand image. Service quality, social media promotion, product price, and brand image have positive and significant effects on purchasing decisions. Brand image mediates the effects of service quality and social media promotion on purchasing decisions but does not mediate the effect of product price. The R-square values are 0.221 for brand image and 0.382 for purchasing decisions. The study recommends that Optik B. Riski Cianjur prioritize service quality improvement, optimize social media promotion, maintain price suitability with product benefits, and strengthen brand image to improve consumer purchasing decisions.