Analisis Digital Marketing, Relationship Quality, dan Kualitas Pelayanan terhadap kepuasan konsumen berbasis Whatsapp Bussiness, Studi kasus: Manna Cafe UNAIC

Annisa Nurrahma Fadillah (Universitas Al-Irsyad Cilacap, Indonesia)
Rony Nur Triwibowo (Universitas Al-Irsyad Cilacap, Indonesia)
Nuni Wulansari (Universitas Al-Irsyad Cilacap, Indonesia)

Al-Amin: Jurnal Ilmu Pendidikan dan Sosial Humaniora
Vol. 3 No. 2 (2026): Al-Amin: Jurnal Ilmu Pendidikan dan Sosial Humaniora

Advancement of the digital technology has led firms to adopt digital marketing to enhance the level of customer satisfaction, where WhatsApp Business can be one of them. Accordingly, this research seeks to analyze the impact of digital marketing using WhatsApp Business, quality of relationship, and quality of service on customer satisfaction in the business operation of Manna Cafe at Universitas Al-Irsyad Cilacap. Novelty of this study includes the research object, where it adopts a hybrid service system conducted in a university environment. It employs the quantitative method by conducting a survey involving 100 samples, then analyzing utilizing multiple linear regression. Drawing to the findings, it was revealed that relationship quality and service quality affect significantly positively on customer satisfaction, yet there is no partial significant impact of digital marketing. Nevertheless, simultaneously, all of these variables affect customer satisfaction significantly