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All Journal CAPITAL: JURNAL EKONOMI DAN MANAJEMEN JEDBUS (Journal of Economic and Digital Business)
Fajar Nurcahyo
Antinomi Institute
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Pemasaran Digital terhadap Keputusan Pembelian pada Richeese Factory Kisamaun, Tangerang Fajar Nurcahyo; Ronald Tehupuring; Puri Swastika Gusti Krisna Dewi; Andreas Bramantyo; Yulia Krismael Lembu; Yohana Deo Utami Silaban; Utari Srilestari; Akhmad Fauzan
JEDBUS (Journal of Economic and Digital Business) Vol. 2 No. 2 (2025): JEDBUS (Journal of Economic and Digital Business)
Publisher : Universitas Yatsi Madani

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Abstract

The advancement of digital technology has significantly transformed marketing strategies, particularly within the culinary industry. This study aims to analyze the impact of digital marketing on purchasing decisions at Richeese Factory in Kisamaun, Tangerang, using a quantitative approach through a survey involving 111 respondents selected through purposive sampling. The data were analyzed using the Structural Equation Modeling (SEM) method, with the assistance of SmartPLS version 4 software. The findings indicate that digital marketing has a positive and significant influence on purchasing decisions. Several key indicators contribute to this effect, including information accessibility, customer interactivity, the credibility of marketing content, and the effectiveness of social media in enhancing brand awareness and consumer purchase interest. The study concludes that a well-designed digital marketing strategy can significantly improve consumer purchasing decisions. Therefore, Richeese Factory is encouraged to continue optimizing its digital marketing efforts through social media and e-commerce platforms to strengthen its competitiveness and increase customer loyalty.
Pengaruh Citra Merek, Lokasi, Harga, dan Kualitas Pelayanan terhadap Minat Beli melalui Kepercayaan Konsumen sebagai Variabel Pemediasi Gregorius Zalukhu; Deya; Mamis Waruwu; Fajar Nurcahyo; Puri Swastika Gusti Krisna Dewi; Meidy Frenky Lombogia
CAPITAL: Jurnal Ekonomi dan Manajemen Vol. 9 No. 2 (2026)
Publisher : UNIVERSITAS PGRI MADIUN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/capital.v9i2.23361

Abstract

This study analyzes the influence of brand image, location, price, and service quality on consumer purchase intention, with consumer trust serving as a mediating variable at Roti Bakar 88 Cafe, GOR Damyati, Tangerang City. The primary research question addresses the extent to which these factors affect purchase intention both directly and indirectly through consumer trust. A quantitative approach with a data analysis process using SmartPLS. The results show that brand image, price, and service quality significantly influence consumer trust, while location does not significantly affect trust, it has a direct influence on purchase intention. In addition, the relationship between consumer trust and purchase intention is proven to be significant, establishing trust as a crucial mediating variable in this model. Price and service quality do not directly influence purchase intention but exert an indirect influence through consumer trust. These findings suggest that building consumer trust is essential for driving consumer purchasing decisions in the culinary sector. Therefore, managers should focus on strengthening brand image and maintaining consistent service quality to increase customer loyalty and purchase intention.
Co-Authors Akhmad Fauzan Andreas Bramantyo Deya Gregorius Zalukhu Mamis Waruwu Meidy Frenky Lombogia Puri Swastika Gusti Krisna Dewi Tehupuring, Ronald Utari Srilestari Yohana Deo Utami Silaban Yulia Krismael Lembu