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p-Index From 2021 - 2026
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All Journal International Journal of Business and Quality Research
Vanesa Radiani Kalfari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Online Marketing Strategy and Customer Satisfaction on Purchasing Decisions of a Frozen Food SME in Indonesia Vanesa Radiani Kalfari; Riswan
International Journal of Business and Quality Research Vol. 4 No. 01 (2026): Januari - March, International Journal of Business and Quality Research (IJBQR
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v4i01.2952

Abstract

This study analyzes the effect of online marketing strategy and customer satisfaction on purchasing decisions at Cahaya Frozeen Food, a frozen food SME in Central Lampung, Indonesia. A quantitative approach was employed using a survey of 100 consumers selected through the Lemeshow formula. Data were collected using a Likert-scale questionnaire and analyzed with multiple linear regression. The findings indicate that online marketing strategy has a positive and significant effect on purchasing decisions. Customer satisfaction also shows a positive and significant influence on purchasing decisions. Simultaneously, both variables significantly affect purchasing decisions, with a coefficient of determination (R²) of 0.749. These results suggest that optimizing online marketing activities and improving customer satisfaction are essential for increasing purchasing decisions among SME consumers.
Co-Authors Riswan