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All Journal International Journal of Economics Development Research (IJEDR)
Dalimunthe, Muhammad Abror
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Economics, Econometrics & Finance Social Sciences

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Economic Perspectives on Marketing Integration: Enhancing Purchasing Decisions through Online and Offline Strategies at Mancafe Nazmah, Nazmah; Prihatin, Titis Budi; Dalimunthe, Muhammad Abror; Harianto, Bambang; Sani, Fajrin Hanif
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 2 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i2.7293

Abstract

In the rapidly evolving digital era, the integration of online and offline marketing strategies has emerged as an effective approach to influencing consumer purchasing decisions. This study explores the implementation of these strategies by Mancafe, a coffee shop in Medan, and their impact on customer purchasing behavior. Using a qualitative case study approach, data were collected through interviews, observations, and document analysis. The findings reveal that online marketing through social media and e-commerce platforms significantly expands customer reach, while offline marketing, particularly through direct customer experiences, plays a crucial role in building trust and loyalty. The synergy of these strategies enhances brand awareness and customer retention. This study provides valuable insights for business owners on optimizing marketing strategies to strengthen competitiveness and improve customer satisfaction
Co-Authors Bambang Harianto Nazmah Nazmah, Nazmah Prihatin, Titis Budi Sani, Fajrin Hanif