Digital Marketing and Product Quality on Purchase Interest and Decisions in Industrial Cafés

Melisa Suwardi; Cosmas Gatot Haryono; Fahrul Riza; Irzameingindra Putri Radjamin

doi:10.55227/ijhess.v5i6.2348

Authors

Melisa Suwardi School Of Business And Management, Universitas Ciputra Surabaya, Indonesia
Cosmas Gatot Haryono School of Business and Management, Universitas Ciputra Surabaya, Indonesia
Fahrul Riza School of Business and Management, Universitas Ciputra Surabaya, Indonesia
Irzameingindra Putri Radjamin Universitas Surabaya, East Java, Indonesia

DOI:

https://doi.org/10.55227/ijhess.v5i6.2348

Keywords:

digital marketing, product quality, purchase interest, purchase decision, industrial cafes

Abstract

Digitalization has changed the marketing landscape of the food and beverage industry, including in the context of industrial cafes. This study aims to analyze the influence of digital marketing and product quality on purchasing decisions, with purchase intention as a mediating variable. This study answers four main questions: (1) to what extent does digital marketing influence purchase intention, (2) how does product quality influence purchase intention, (3) does purchase intention influence purchasing decisions, and (4) does purchase intention act as a mediator in the relationship between external stimuli and purchasing decisions. This study uses a quantitative approach with Partial Least Squares analysis and PROCESS Macro modeling techniques. The results show that digital marketing and product quality significantly increase purchase intention, with indirect effects of 0.2222 and 0.2257, respectively. Purchase intention was also found to significantly influence purchase decisions (β = 0.347, p < 0.001). Mediation analysis showed that purchase intention acted as a partial mediator. These findings confirm the validity of the Stimulus-Organism-Response (SOR) Model in the consumer behavior of industrial cafes. The researchers suggest that cafe owners integrate attractive digital promotions with product quality improvements to maximize purchase conversion

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