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All Journal Jurnal Ekonomi dan Industri
Guswandi
Program Studi Magister Manajemen Universitas Krisnadwipayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk dan Pemasaran Digital terhadap Keputusan Pembelian Pelanggan Kopi Arabika Provinsi DKI Jakarta dengan Harga sebagai Variabel Mediasi Austin Natama; Ismail Razak; Guswandi
Jurnal Ekonomi dan Industri Vol 26 No 3 (2025): Jurnal Ekonomi dan Industri
Publisher : Program Studi Magister Manajemen Fakultas Ekonomi Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/jei.v26i3.959

Abstract

This study aims to analyze the influence of product quality and digital marketing on Arabica coffee purchasing decisions in Jakarta, with price as a mediating variable. The method used was a quantitative approach through a survey of 100 respondents, and data analysis using path analysis techniques. The results showed that product quality and digital marketing had a positive and significant effect on price and purchasing decisions. Price was also shown to have a positive influence on purchasing decisions and acted as a mediating variable between product quality and digital marketing on purchasing decisions. These findings suggest that improving quality and appropriate digital marketing strategies can encourage the formation of appropriate price values ​​and support increased purchasing decisions. Therefore, Arabica coffee business actors are advised to maintain product quality and optimize the use of digital channels in their marketing activities.
Co-Authors Austin Natama Ismail Razak