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All Journal Jurnal Penelitian Pendidikan IPA (JPPIPA) JURNAL LENTERA BISNIS TeknoKreatif: Jurnal Pengabdian kepada Masyarakat
Azmi, Sarah
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Economics, Econometrics & Finance Education Materials Science & Nanotechnology Physics Social Sciences Other

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Journal : JURNAL LENTERA BISNIS

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PENGARUH DIGITAL MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA COFFE SHOP CAPTAIN CO Azmi, Sarah
JURNAL LENTERA BISNIS Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i1.2018

Abstract

The increasingly sophisticated era of globalization has made it easier for people to access information, creating a modern mindset and changing lifestyles that drive people to do business, especially coffee shops. However, doing business is not just about selling, but also requires a strong strategy in an era of fierce competition. The purpose of this study is to examine the influence of digital marketing and service quality on purchasing decisions at Captain Co Coffee Shop. This study uses primary data obtained by distributing questionnaires to the selected population, namely visitors to Captain Co Coffee Shop, with a sample of 70 respondents using the Malhotra formula. The results of this study on the influence of digital marketing and service quality on purchasing decisions at Captain Co. Coffee Shop are positive. Therefore, it can be concluded that digital marketing influences purchasing decisions at Captain Co. Coffee Shop, service quality influences purchasing decisions, and digital marketing and service quality simultaneously influence purchasing decisions at Captain Co. Coffee Shop.
Co-Authors ANDY DARMAWAN Dewi Chusniasih Gres Maretta, Gres Hidayat, Thaariq Kurnia Wahyuni Novriadi Novrianti, Rima Arini Nurhayu, Winati Sari, Dian Anggria Sari, Rara Mulia Sinaga, Ayu Oshin Yap Yanti Ariyanti, Yanti