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Romdonny, Jefry
Swadaya Gunung Jati University, Cirebon
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The Influence of Digital Marketing, Product Quality, and Consumer Behavior on Purchase Decisions at Point Coffee Cirebon Muhammad Farhan Maulana; Yono Maulana; Jefry Romdonny
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7969

Abstract

This study aims to analyze the influence of digital marketing, product quality, and consumer behavior on purchasing decisions at Point Coffee Cirebon. This study uses a quantitative approach with a survey method involving 150 respondents who are consumers of Point Coffee Cirebon. Data were collected through a questionnaire that measures consumer perceptions of digital marketing, product quality, and behavioral factors that influence their purchasing decisions. Data analysis was carried out using multiple regression methods to test the influence of each independent variable on purchasing decisions. The results of the study indicate that digital marketing, product quality, and consumer behavior significantly influence consumer purchasing decisions at Point Coffee Cirebon. Specifically, effective digital marketing through social media platforms has a major positive impact on purchasing decisions, followed by product quality which is the main factor in attracting consumers. These findings provide important implications for Point Coffee managers in formulating more targeted marketing strategies that are in accordance with consumer preferences. This study is expected to provide insight for coffee entrepreneurs in improving their business performance through the implementation of appropriate digital marketing strategies and improving product quality.
The Influence of E-Service Quality and E-Trust on the Level of E-Loyalty of Gojek Application Users in the Cirebon Region Kurniawan, Deni; Romdonny, Jefry; Dedu, May
Indonesian Journal of Advanced Research Vol. 5 No. 4 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v5i4.16291

Abstract

This study is aimed at analyzing the impact of e-service quality and e-trust on the e-loyalty of  Gojek application users in the Cirebon Region. The method used was quantitative descriptive, with a survey of 150 active Gojek users using purposive sampling. The data was analyzed through Partial Least Squares (PLS) using SmartPLS. The results indicated that e-service quality had a positive and significant influence on e-loyalty (path coefficient = 0.391; p = 0.001), while e-trust had a more dominant influence (path coefficient = 0.452; p = 0.000). Simultaneously, two variables exert a substantial influence on e-loyalty with an R-Square of 0.650, meaning that 65% of user loyalty variations are explained by both variables. Improving the quality of digital services and strengthening user trust are key strategies to maintain Gojek's loyalty in an increasingly competitive market.
Co-Authors Alfiansyah, Rifky Ardiansyah, Muhammad Nur Asyraf, Fadhil Bakhri, Saeful Barkah, Fajar Deni Kurniawan, Deni Fikri Muhamad Sidiq Izza, Ahmad Mudrikul Khofifah Azzahra Maskarto Lucky Nara Rosmadi May Dedu Montazeri, Muhammad Haidar Muhammad Farhan Maulana Otong Karyono Pamungkas, Rafly Abdi Rifki, Muhamad Rifki Oktaviali rosmadi, maskarto lucky nara Rosmadi, Maskarto Lucky Nara Yono Maulana