PENGARUH KOMUNIKASI PEMASARAN DIGITAL DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI (Studi Pada Pelanggan Skincare Avoskin Di Kota Malang)

This study aims to analyze the influence of digital marketing and product quality on customer satisfaction, with purchase decision as a mediating variable among Avoskin skincare customers in Malang City. A quantitative approach was employed through a survey method by distributing questionnaires to 180 respondents. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that both digital marketing and product quality have a positive and significant effect on customer satisfaction. Furthermore, purchase decision is proven to significantly mediate the relationship between digital marketing and product quality with customer satisfaction. These findings suggest that, both directly and indirectly through purchase decision, digital marketing and product quality contribute to enhancing customer satisfaction. Therefore, customers are encouraged to be more selective and critical in evaluating product quality and the information obtained through digital marketing to support more informed purchasing decisions and increase satisfaction with the products they use.