Pengaruh Pemasaran Digital dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Coffee Shop (Studi Pada Blower Coffee House di Gayo Lues)

Cut Elfida (Universitas Islam Negeri Ar-Raniry Banda Aceh)
Yuni Selvia Br. Panjaitan (Universitas Islam Negeri Ar-Raniry Banda Aceh)
Yulinda Wati (Universitas Islam Negeri Ar-Raniry Banda Aceh)

Jurnal Ilmiah Basis Ekonomi dan Bisnis
Vol. 4 No. 1 (2025): Jurnal Ilmiah Basic Ekonomi dan Bisnis

The rapid development of businesses today is driven by dynamic changes in human thinking, making marketing an essential activity for organizations and companies as the spearhead, especially for profit-seeking entities. This research aims to determine the influence of digital marketing and service quality on consumer purchasing decisions at coffee shops (Blower Coffee House). Data was collected using questionnaires. Digital marketing has a positive partial effect on consumer purchasing decisions at Blower Coffee House. Service quality also has a positive partial effect on consumer purchasing decisions at Blower Coffee House. Simultaneously, digital marketing and service quality have a positive effect on consumer purchasing decisions at Blower Coffee House.