The Influence of Promotion Effectiveness and Service Quality on Purchase Decisions at Madani Caffe Surabaya

This study aims to analyze the influence of Promotion Effectiveness and Service Quality on consumers’ purchasing decisions at Madani Caffe. Surabaya. Utilizing a quantitative method, The data were collected using questionnaires and processed through the Partial Least Squares– Structural Equation Modeling (PLS-SEM) method. The study involved 96 respondents selected through a convenience sampling method. The findings reveal that both Promotion Effectiveness and Service Quality exert a positive and significant effect on purchasing decisions. The results emphasize the vital role of social media promotion in strengthening brand image, alongside prompt and responsive service as essential elements in enhancing customer satisfaction and influencing purchasing decisions at Madani Caffe.