PENGARUH DIGITAL MARKETING, SERVICE QUALITY, PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS KONSUMEN IKIO COFFEE KOTA DAN KABUPATEN MADIUN)

Ramadhani, Bayu Ardian (2025) PENGARUH DIGITAL MARKETING, SERVICE QUALITY, PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS KONSUMEN IKIO COFFEE KOTA DAN KABUPATEN MADIUN). S1 thesis, Universitas PGRI Madiun.

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Abstract

The Influence of Digital Marketing, Service Quality, and Product Quality towards Purchasing Decisions (A Case Study of IKIO Coffee Consumers in Madiun City and Regency). This study aims to analyze the influence of digital marketing, service quality, and product quality towards purchasing decisions of IKIO Coffee consumers in Madiun City and Regency. The increasing coffee consumption and the growth of modern coffee shops in Indonesia, including Madiun, make IKIO Coffee a relevant study topic. IKIO Coffee stands out for its open-space concept, creative service, and active digital marketing. A quantitative causal-associative research method was used, distributing questionnaires to 385 IKIO Coffee consumer respondents. Data were analyzed using multiple linear regression. The results show that digital marketing has a significant influence towards purchasing decisions, indicating the effectiveness of IKIO Coffee's digital strategy in attracting and retaining consumers. However, service quality and product quality were not significantly affected, although consumers rated these qualities as good. This suggests that good quality may have become a basic expectation, no longer a key differentiator. Simultaneously, these three variables significantly influenced purchasing decisions, with digital marketing being the most dominant factor. The implications of this research emphasize the importance of strengthening digital marketing strategies and improving communication and product innovation to maintain consumer loyalty amidst intense competition. Keywords: Digital Marketing, Service Quality, Product Quality, Purchasing Decisions, Coffee Shops.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	digital marketing, service quality, product quality, purchase decisions, coffee shops.
Subjects:	A Social Sciences > H Social Sciences (General) A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RAMADHANI ARDIAN BAYU
Date Deposited:	15 Oct 2025 08:02
Last Modified:	15 Oct 2025 08:02
URI:	http://eprint.unipma.ac.id/id/eprint/5345

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