The Influence of Product Quality, Promotion, and Brand Image on Customer Satisfaction Through Purchasing Decisions at Zam-Zam Stalls in Jakarta City

Authors

  • Hilda Hastari Nusa Mandiri University
  • Wahid Akbar Basudani Nusa Mandiri University

DOI:

https://doi.org/10.32493/eaj.v9i1.y2026.p1-13

Keywords:

Product Quality, Promotion, brand image, Purchase Decision, Consumer Satisfaction

Abstract

This study aims to analyze the effect of product quality, promotion, and brand image on customer satisfaction through purchasing decisions at zam-zam stalls. The development of the creative industry and event organizers has encouraged many restaurants now not only designed for dining comfort, but also carry the concept of attractive themes and decorations that make it an option for various events. Data was collected through questionnaires distributed to 95 respondents and using Structural Equation Modeling (SEM) with version 4.1.1.4 The results of this study indicate that product quality has a significant effect on purchasing decisions and customer satisfaction. Promotion has no significant effect on purchasing decisions but has a significant effect on customer satisfaction. Brand image has a positive effect on purchasing decisions and customer satisfaction. Purchasing decisions have a significant effect on customer satisfaction. Product quality and promotion have no direct influence on customer satisfaction through purchasing decisions. And brand image has a significant indirect effect on customer satisfaction through purchasing decisions. The findings of this study indicate that brand image is a factor that has an influence on customer satisfaction and purchasing decisions at zam-zam stalls.

References

Ahmad Fahrezi, & Uuh Sukaesih. (2023). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Merek Aldo (Studi Kasus Di Pondok Indah Mall Jakarta). Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 189–199. https://doi.org/10.36441/snpk.vol2.2023.117

Dewa, chirwardana bayu, Pradiatiningtyas, D., & Safitri, lina ayu. (2022). Perilaku Konsumen dan Strategi Pemasaran. Expert.

Dilasari, E. M., Yosita, G., & Sanjaya, V. F. (2022). Pengaruh Cita Rasa Dan Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Konsumen Kopi Janji Jiwa Bandar Lampung. REVENUE: Jurnal Manajemen Bisnis Islam, 3(1), 25–42. https://doi.org/10.24042/revenue.v3i1.10448

Exel, F., Akakip, D., Ariwijaya, H., & Milang, I. (2023). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Konsumen Pada Hotel Santika Luwuk. Jurnal Ilmu Pendidikan Nonformal, 09(January), 485–500. https://ejurnal.pps.ung.ac.id/index.php/Aksara

Faiz, N. (2022). Fenomena Tempat Hangout. Kompasiana. https://www.kompasiana.com/naufan2872/639b111408a8b51f351c9eb2/fenomena-tempat-hangout

Fauzi, A. V., Lukitaningsih, A., & Hutami, L. T. H. (2023). Pengaruh Kualitas Produk dan Citra Merek terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Sebagai Variabel Intervening. J-MAS (Jurnal Manajemen Dan Sains), 8(1), 426. https://doi.org/10.33087/jmas.v8i1.750

Ghozali. (2020). Partial Least Squares: Konsep, Teknik, dan Aplikasi MenggunakanProgram SmartPLS 3.0. Undip.

Jaya, I. G. B. R., & Dewi, N. L. P. K. (2025). Pengaruh Harga, Kualitas Produk, Dan Citra Merek Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Di Pt Bali Coklat Junglegold Bali. 5, 85–94.

Kotler, P., & Keller, K. (2016). Marketing Management (15 tahun). Pearson.

Lia, S. (2024). Pengantar Ilmu Manajemen Pemasaran. CV. Gita Lentera.

Muazidah, L., Rianto, S., & Prabasari, B. (2022). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian (Studi Kasus Pada Toko Pertanian Ud. Digma Tani). Solusi, 20(2), 148–159. https://doi.org/10.26623/slsi.v20i2.5146

Priansa, D. J. (2021). Perilaku Konsumen dalam persaingan bisnis kontemporer (CETAKAN KE). ALFABETA CV.

Ramadhan, M. A., Anwar, S. M., & Hasbi, A. R. (2023). Kualitas Produk Kualitas Pelayanan Kepuasan Konsumen. VII(2018), 365–370.

Rizkiana, C., Sulistyorini, NSS, R. L. P., & Triani, D. (2024). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Word Of Mouth Sebagai Variabel Intervening. Edunomika, 08, 2.

Sari, D. R. (2025). Rekomendasi 5 Restoran di Jakarta untuk Wedding Venue yang Elegan dan Berkelas. Sindonews. https://lifestyle.sindonews.com/read/1529935/156/rekomendasi-5-restoran-di-jakarta-untuk-wedding-venue-yang-elegan-dan-berkelas-1739548972

Stianingrum, N. A., & Nurhayaty, E. (2024). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Minimarket Raya Bogor Pekayon. Jurnal Manajemen Dan Kewirausahaan, 540. https://doi.org/10.21776/jmppk.2024.03.1.13

Sugiyono. (2024). Metode Penelitian Kuantitatif dan Kualitatif (Dr.Ir.Sutopo (ed.); Ke-6).

Syam, A. H., & Adi, Y. (2023). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian di Alfamidi Wonomulyo. 1, 484–485.

Tonce, Y., & Rangga, Y. D. P. (2022). Minat dan Keputusan Pembelian: Tinjauan melalui Persepsi Harga & Kualitas Produk (konsep dan studi kasus). CV. Adanu Abimata.

Uluwiyah, A. N. (2022). Strategi Bauran Promosi(Promotional Mix) dalam meningkatkan kepercayaan masyarakat. CV Multi Pustaka Utama.

Utomo, J., Julius Nursyamsi, & Aji Sukarno. (2023). Analisis Pengaruh Produk, Promosi Dan Digital Marketing Terhadap Keputusan Pembelian Pada Belanja Online Dengan Kepuasan Konsumen Sebagai Intervening. Jurnal Ekonomi Dan Manajemen, 2(1), 100–116. https://doi.org/10.56127/jekma.v2i1.472

Wattimena, R. A. (2023). Pengaruh Citra Merek Terhadap Kepuasan Konsumen Pengguna Rokok Sampoerna Avolution Slim Menthol. Jurnal Administrasi Terapan, 2(2), 600–604. https://sehatnegeriku.kemkes.go.id/

Wicaksono, R. A., Octavia, A. N., & Aprianto, M. S. (2023). Pengaruh Harga, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian Indomie Di Semarang. SOLUSI: Jurnal Ilmiah Bidang Ilmu Ekonomi, 21(1), 10. https://doi.org/10.26623/slsi.v21i1.6064

Yusniar. (2020). Jatuh Cinta Pada Merek (Strategi Merek dalam Konsep Islam) (E. R. Prahadiyanti (ed.)). PT. Lontar Digital Asia.

Additional Files

Published

2026-01-15

Issue

Vol. 9 No. 1 (2026): EAJ (Economics and Accounting Journal)

Section

Articles

License

Copyright (c) 2026 Hilda Hastari, Wahid Akbar Basudani

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

 Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.