Digital Marketing and Product Quality on Purchase Interest and Decisions in Industrial Cafés

Suwardi, Melisa and Haryono, Cosmas Gatot and Riza, Fahrul and Radjamin, Irzameingindra Putri (2026) Digital Marketing and Product Quality on Purchase Interest and Decisions in Industrial Cafés. International Journal Of Humanities Education and Social Sciences (IJHESS), 5 (6). pp. 3212-3227. ISSN 2808-1765

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Abstract

Digitalization has changed the marketing landscape of the food and beverage industry, including in the context of industrial cafes. This study aims to analyze the influence of digital marketing and product quality on purchasing decisions, with purchase intention as a mediating variable. This study answers four main questions: (1) to what extent does digital marketing influence purchase intention, (2) how does product quality influence purchase intention, (3) does purchase intention influence purchasing decisions, and (4) does purchase intention act as a mediator in the relationship between external stimuli and purchasing decisions. This study uses a quantitative approach with Partial Least Squares analysis and PROCESS Macro modeling techniques. The results show that digital marketing and product quality significantly increase purchase intention, with indirect effects of 0.2222 and 0.2257, respectively. Purchase intention was also found to significantly influence purchase decisions (β = 0.347, p < 0.001). Mediation analysis showed that purchase intention acted as a partial mediator. These findings confirm the validity of the Stimulus-Organism-Response (SOR) Model in the consumer behavior of industrial cafes. The researchers suggest that cafe owners integrate attractive digital promotions with product quality improvements to maximize purchase conversion

Item Type:	Article
Uncontrolled Keywords:	Digital Marketing, Product Quality, Purchase Interest, Purchase Decision, Industrial Café
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Business and Economic > Department of Economic
Depositing User:	Ester Sri W. 196039
Date Deposited:	07 Jul 2026 07:56
Last Modified:	07 Jul 2026 07:56
URI:	http://repository.ubaya.ac.id/id/eprint/50918

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