Pengaruh Promosi Media Sosial Instagram dan Penggunaan Layanan GoFood Terhadap Keputusan Pembelian Dengan Kepuasan Pelanggan Sebagai Variabel Intervening

Abstract

: This study aims to analyze the effect of Instagram Social Media Promotion (X1) and GoFood Service Usage (X2) on Purchase Decision (Y), with Customer Satisfaction (Z) as an intervening variable among Kopi OZ MSME customers in Padang City. The study was motivated by a 28% decline in consumer purchase decisions at Kopi OZ during the January–October 2025 period, along with the suboptimal utilization of Instagram promotion and GoFood services. This study employed a quantitative approach with a causal research design. The sample consisted of 160 respondents, selected using purposive sampling. Data were collected through questionnaires and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS. The results show that Instagram Social Media Promotion does not have a significant effect on Purchase Decision, but has a positive and significant effect on Customer Satisfaction. GoFood Service Usage has a positive and significant effect on both Purchase Decision and Customer Satisfaction. Customer Satisfaction also has a positive and significant effect on Purchase Decision and significantly mediates the effects of both Instagram Social Media Promotion and GoFood Service Usage on Purchase Decision. The research model explains 60.4% of the variance in Purchase Decision and 53.9% of the variance in Customer Satisfaction. These findings confirm that customer satisfaction plays an important role in linking digital promotion strategies and food delivery services to consumers' purchase decisions in MSMEs.