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All Journal International Journal of Economic Integration and Regional Competitiveness
Damelina Basauli Tambunan
Master's Program in Entrepreneurship Management, School of Business and Management, Universitas Ciputra, Surabaya, Indonesia

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THE INFLUENCE OF PRODUCT INNOVATION AND SOCIAL MEDIA MARKETING ON CUSTOMER SATISFACTION THROUGH PURCHASE DECISIONS IN THE KOREAN FOOD INDUSTRY (A STUDY ON DAEBAG.E PRODUCTS) Prisca Anjalini Dumatubun; Damelina Basauli Tambunan
International Journal of Economic Integration and Regional Competitiveness Vol. 2 No. 1 (2025): International Journal of Economic Integration and Regional Competitiveness
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijeirc.v2i1.312

Abstract

Objective: This study aims to examine the influence of Product Innovation and Social Media Marketing on Customer Satisfaction through Purchase Decisions in the Korean food industry, specifically focusing on Daebag.e. Method: A quantitative research method was employed, utilizing a survey with a purposive sampling technique involving 47 respondents who have made repeat purchases of Daebag.e products in Surabaya and Sidoarjo. Data were collected using a structured questionnaire measured with a Likert Scale, and analyzed using the Partial Least Square Method with SmartPLS 4.0. Results: The findings indicate that Product Innovation significantly impacts Customer Satisfaction and Purchase Decisions. Similarly, Social Media Marketing positively influences Customer Satisfaction and Purchase Decisions. Furthermore, Purchase Decisions mediate the relationship between Product Innovation, Social Media Marketing, and Customer Satisfaction. Novelty: This study provides a comprehensive understanding of how Purchase Decisions act as a mediating variable, enhancing the impact of Product Innovation and Social Media Marketing on Customer Satisfaction within the Korean food industry context, particularly for the Daebag.e brand, which has been less explored in existing literature.
Co-Authors Prisca Anjalini Dumatubun