Penelitian ini bertujuan untuk menguji pengaruh Corporate Social Responsibility (CSR), Social Media Marketing, Store Environment, Sales Promotion, dan Perceived Value terhadap Purchase Decision dengan dimediasi oleh Satisfaction. Model penelitian dikembangkan berdasarkan penelitian sebelumnya dan menggunakan pendekatan kuantitatif survei dengan data cross-sectional. Responden dalam penelitian ini diperoleh melalui purposive sampling pada Junu hingga Juli 2024, melibatkan 230 responden. Data dianalisis menggunakan metode Partial Least Squari Structural Equation Modeling (PLS-SEM). Hasil analisis menunjukkan bahwa Social Media Marketing, Sales Promotion, Store Environment, dan Satisfaction memiliki pengaruh positif dan signifikan terhadap Purchase Decision. Sebaliknya, Corporate Social Responsibility dan Perceived Value menunjukkan pengaruh tidak signifikan terhadap Purchase Decision. Corporate Social Responsibility dan Sales Promotion juga memiliki pengaruh tidak signifikan jika melalui Satisfaction. Selain itu, Social Media Marketing, Store Environment, dan Perceived Value memiliki pengaruh langsung positif signifikan terhadap Satisfaction. Temuan ini mengindikasikan bahwa Satisfaction memediasi pengaruh beberapa variabel independen terhadap keputusan pembelian, tetapi tidak semuanya. Penelitian ini memberikan wawasan bagi manajemen perusahaan untuk memprioritaskan strategi pemasaran yang meningkatkan persepsi konsumen terhadap nilai dan kepuasan guna mendorong keputusan pembelian. / This study aims to test the effect of Corporate Social Responsibility (CSR), Social Media Marketing, Store Environment, Sales Promotion, and Perceived Value on Purchase Decision mediated by Satisfaction. The research model was developed based on previous research and used a quantitative survey approach with cross-sectional data. Respondents in this study were obtained through purposive sampling from June to July 2024, involving 230 respondents. Data were analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results of the analysis show that Social Media Marketing, Sales Promotion, Store Environment, and Satisfaction have a positive and significant effect on Purchase Decision. On the other hand, Corporate Social Responsibility and Perceived Value showed no significant effect on Purchase Decision. Corporate Social Responsibility and Sales Promotion also had no significant effect through Satisfaction. In addition, Social Media Marketing, Store Environment, and Perceived Value had a significant positive direct effect on Satisfaction. This finding indicates that Satisfaction mediates the effect of several independent variables on purchasing decisions, but not all of them. This study provides insight for company management to prioritize marketing strategies that increase consumer perceptions of value and satisfaction in order to drive purchasing decisions.